Methodologies for Marketing Carbon-Captured Consumer Products to Key Demographics

Abstract

James Kahn founded SkyBaron in 2018 with the intention of creating the digital marketplace of the future. As the world’s first carbon-capture consumer product marketplace, SkyBaron is diving into a growing industry that had previously prioritized carbon-capture building materials such as cement. However, it is our belief that in order to truly avoid the worst effects of climate change and reduce the amount of carbon in the atmosphere, we must change consumer behavior; and that begins with the products an average consumer uses on an average day. SkyBaron partners with various consumer product manufacturers, evaluates their products via LCAs, and then showcases these products on their digital marketplace: Skybaron.eco. After creating a go-to-market strategy last semester to finalize various aspects of the business model such as vendor acquisition, private manufacturer valuation, digital platform selection, product verification, and a broad go-to-market strategy, it is time to turn our attention to creating the essential piece to any B2C business: SkyBaron’s marketing plan. Specifically, our TechLab: Climate Change team has focused this semester on SkyBaron’s marketing plan to target its key demographic: the LOHAS (Lifestyles of Health and Sustainability) consumer. There are two parts to our plan: conducting vendor acquisition to ensure SkyBaron is offering popular/practical products as well as generating our marketing plan which tailors our product offerings and messaging to various demographics within the LOHAS consumer base. Our plan will incorporate both digital and physical marketing tactics while concluding with a general growth strategy that shows James how to continue our work into 2022 and beyond.