Featuring Carolyn Parrs, CEO of Mind Over Markets

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WEBINAR: Decoding the Mainstream Customer - How Sustainability Companies can Increase Market Share

Recorded live on Wednesday, January 23, 2019

If you only look at the raw data, driving increased sales of sustainable products should be as simple as incorporating environmental or social messages into your branding and marketing campaigns. After all, more than 71 percent of consumers “think green” when making a buying decision, and nearly three out of four Millennials are willing to pay more for sustainable brands.

But on the contrary, the vast majority of sustainable brands fail to realize the full potential of their revenue growth beyond the 19 percent of the population that buy sustainable, green, and/or socially-focused products no matter what.

The problem is that many sustainable brands approach the mainstream consumer the same as they do the green consumer — or worse, they try to comingle two different messages together, creating a marketing mash-up mess. Either way, the end result is lost opportunity: less impact in the world and less revenue on the balance sheet.

WEBINAR: Decoding the Mainstream Customer - How sustainable companies can increase marketshare in this deceptively complex marketplace

Wednesday, January 23rd, 2018 at 10:00 am PT / 1:00 pm ET.  All registrants will receive a recording of the live webinar.

In this session, Carolyn Parrs, a leading expert in helping sustainable companies increase market share to the mainstream consumer for over 15 years, will share:

  • How sustainable brands can decode the vastly different values, motivations, and purchasing decisions of the four consumer market segments and how they can mirror a company’s internal mindsets and motivations.
  • The specific key drivers that determine how mainstream consumers make sustainable purchasing decisions
  • How Millennials — who will be 50 percent of the workplace in less than 5 years — view sustainable / environmental products and what they want most from your brand before they make a purchase
  • Actionable key strategies to effectively position and message your sustainable brand to mainstream buyers so that it not only educates and motivates them, but serves as the “tipping point” in their buying decision. Carolyn will include how these strategies can work in internal communications as well.

Parrs will also share real-world case studies and examples of companies that are successfully leveraging the key drivers of buying decisions... and others that are falling short.  

Attendees will walk away with a mix of both new insights and proven strategies they can take back to their teams for immediate implementation.


Carolyn Parrs is the CEO of Mind Over Markets, a sustainable brand marketing and messaging company. Since 2003, MOM has helped thousands of sustainable brands increase market share with mainstream consumers.

Carolyn worked at some of the top New York City advertising agencies such as Benton & Bowles and Wunderman Worldwide, serving clients such as General Foods, Proctor & Gamble, AT&T, IBM, Richardson-Vicks, Manufacturers Hanover Trust, Time/Life Books and more. This awakened her entrepreneurial spirit and Parrs founded POOCHI, an upscale pet fashion company. POOCHI sold in over 1,000 pet and department stores including Macy's, Bloomingdales, Neiman-Marcus and Harrods of London. In under four years, it was acquired by a 24 billion-dollar corporation. 

As committed sustainability advocate, she created Women Of Green, a robust online community that “turns up the volume” of the feminine voice in green.

Her greatest feat however was raising two awesome kids, partly as a single parent. She lives and works in Seattle and Santa Fe with her pups, Heart and Soul.


ISSP credential holders will earn 0.5 CEUs for attending this webinar.

ISSP Webinars are free for members and $25 for non-members.  After the webinar, non-members will receive a discount code worth $25 off a new ISSP membership.

January 23, 2019 10:00 PM
Webinar Recording $ 25.00
Webinar Event
Webinar Key 945204361680403457