TARGET AUDIENCE
Environment has become a true global issue among the population, cutting across geographic, economic, demographic and cultural divisions. Therefore, the market for the echo festival is virtually everyone in the world.
Three European out of four believe that the environment influences their lives. Surveys shows that 24% of Europeans across the 25 EU countries claim it is a major concern for future generations1, rising up to 41% in the Netherlands, 35% in France and 26% in Belgium. It is also considered a more important issue among the younger generations: 28% for the 15-24 and 25-39 compared to only 18% for the 55+.
Citizens of the EU demand for a greater commitment from authorities, decision makers and companies. They clearly state they lack information on relatively new or specific environment issues and would like to know more about the solutions rather than about the problems.
Nearly half of Europeans believe laws and fines need to be complemented with adequate education measures aimed at raising general environment awareness. For this purpose, environmental protection associations and scientist are most trusted (42 & 32%).
The echo festival reaches to a cross-cultural, multi-disciplinary group transcending races and religions that share common values in creating a sustainable culture and willing to adopt new eco-friendly lifestyles.
Description of the echo festival Target Market- Age: 18-65, focus on 25-39, with also specific actions towards children and teenagers,
- Sex: male and female
- Income level: €35,000 +
- Educational level: college, higher education
- Urban professionals
- Technically savvy
- Well traveled – worldly view
- Integrating sustainable choices into lifestyle
- Power to instigate social change
- Patrons of the Arts
- Economically powerful in the business world
- Local political influence
- Conscious creatives - blending arts, technology, architecture and environment,
- Socially Conscious - environmentally concerned, recycle, buying eco-products, driving fuel efficient cars, etc
- Generation X - people born from 1961 to 1981, professionally active and with young families.
