UNION GREEN
Green is the new ethnic niche in marketing.
The same reasons that African American or Hispanic advertising shops were created in the '70s & '80s also exist today for the creation of a green agency:
Mainstream agencies are not equipped to speak the language of the specific ethnic communities. Big agencies were not equipped to speak Spanish then and they do not speak green today.
There are now specialty agencies for almost every ethnic or cultural group in the country, from Asian American to teen, but there are none specializing in the green consumer.
Union Green will be the first such agency. Union Green understands that today's green consumer is as perplexing now as the Hispanic consumer was to mainstream agencies back in the 70s, perhaps even more so.
Greenies are at various stages of "greening." Some are only just now learning what being green is, while others are far more educated and committed to reducing their footprint on the planet. Thus, any message needs to be tailored to the right shade of green.
Consumers are getting greener and brands are taking notice. Most big marketers, are realizing that green is here to stay, and many are spending millions to reach this growing segment.