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At the beginning of 2009, Natural Marketing Institute (NMI) released its annual trends report for the coming year. For 2009, they found the overarching theme for 2009 is what they call Recalibration. For the next few months I'm choosing one or more of the 10 trends outlined in NMI's initial report, go into more depth and explore how they effect change with customers and how we do business. This month: From Alt to Mainstream. By JP Collins

According to the original report from NMI, consumers are embracing alternatives to what has been the status quo in a variety of areas from alternative healthcare practices to bio fuels and transit, alternative apparel and an awareness of the impact of global warming on things they use and purchase.

Although this report came out at the beginning of 2009, this particular trend is especially pertinent to today's headlines.

Dumping SUVs for Corollas

At the end of the Cash for Clunkers program it was found that the Toyota Corolla was the most popular car purchased as a result of the trade-in/rebate. Originally, another small car, the Ford Focus was in the lead and Ford dealers reported that most of the vehicles traded in were the Ford Explorer.

However you feel about this particular program, it's hard not to take notice that people are making new choices and scaling back. Although the program was better for boosting car sales than reducing carbon emissions, from a marketing incentive angle the program shows that people do make choices that can make a positive impact.

Health Care Alternatives

The NMI report points out that: "With the increased usage of alternative healthcare practices, physicians, insurers, employers, and consumers are embracing a more preventative approach to health." Despite the debate during the summer of 2009 over how health care will be paid for or the cost of "red or blue pills," it's important to note that alternatives have been on the rise over the years. Kaiser Permanente has offered acupuncture, mindful meditation groups to help members reduce stress. In some cases KP covered Chiropractic for a number of years and recently has begun hosting farmers' markets outside some of it's facilities. Demonstrating that it supports a holistic approach to healthcare.

Despite all the recent attention to comprehensive health care, it's no longer cutting edge to use alternative healthcare to augment mainstream medicine. However, more and more people are paying attention to the alternatives.

On the market(ing) side, what you need to know

This trend is good for all green businesses from energy to clothing. But like in some of my past articles focusing on this report, it's important to market these products with useful information that promotes the healthful, authentic and positive benefits that come with purchase and use.

Despite the cynical debates over healthcare and the less-than-impressive legislation over global warming and fuel standards, consumers are paying attention to these issues and voting with their dollars. It's important for marketers to reach out to these consumers with beneficial and explanitory information to help consumers make the right decisions in their purchases.

JP Collins is the owner and principal of Pylon Studios, a San Francisco creative agency that provides graphic design and creative marketing services for clients in the LOHAS, green building, and renewable energy markets. JP has over 12 years of experience in graphic design and internet marketing, and has consulted for companies like Great Place To Work Institute Inc., HarperOne (Harper Collins San Francisco), CNET, Apple Inc., Barclays Global Investors and the San Francisco Small Business Development Center.