New Target Groups for the Blue Angel Eco-Labelling Scheme

The Blue Angel faces a further changing environment: competition with other labels increases and the label's visibility on retailers' shelves declines. Against this background, the expertise aims to develop proposals for the future communication strategy of the Blue Angel. The focus is on two target groups: on the one hand, youth and young adults, and, on the other hand, socially disadvantaged households. A workshop with the Blue Angel jury dealing with these target groups is at the core of the expertise. Proposals as to possible marketing measures addressing these two groups are the expected outcome of the research.