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 | Understanding today’s environmentally aware consumer

1/4 of Consumers Go Green with organic food and light bulbs

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Posted on October 25, 2008

According to The McKinsey Quarterly, the impulse to “go green” is spreading fast …

“but when it comes time to actually buying green goods, words and deeds often part ways. No more than 33 percent of the consumers in our survey say they are ready to buy green products or have already done so. In a 2007 Chain Store Age survey of 822 US consumers, only 25 percent of them report having bought any green product other than organic foods or energy-efficient lighting.

These numbers seem to reflect a pretty good startint point so I guess the glass is half full for this blogger. Check out the full article at http://tinyurl.com/5whno8.

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Eco-Demographics: Behind the Consumer Mask

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Posted on October 21, 2008

In Joel Makeower’s book, “Strategies for the Green Economy,” the author breaks down Green Consumers into the following categories:

(34%) “Bright Greens”: highly engaged but skeptical

(10%) “Green Motivated”: likely to accept corporate green programs at face value

(26%) “Green Hypocrites”: love to talk about green but don’t go even slightly out of their way for it

(19%) “Green Ignorants”: don’t know, don’t care

(11%) “Dull Greens”: not explained in the book

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Old Dogs Learn New Tricks: Seniors Shop Green!

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Posted on September 26, 2008

We picked up this posting from GreenMarketingBlog.com:

Contrary to conventional wisdom, the biggest purchasers of green goods are not the youngest among us but the oldest.  According to a recent study by the American Association of Retired Persons, better known as AARP, 62% of consumers 55 and over buy green products.

Their reason? A sense of responsibility to give back to society and make the world a better place. 

Whether this decision is guilt or gut, as marketers we should celebrate these finding in all our communications. For many years, marketers focused heavily on the 18-24 demographic and usually ignored the 55+ consumers. All that needs to change.

These 55 plusers have shown the willingness and the consciousness to opt for greener, healthier and better products that not only benefit them but the planet — and the rest of us. Their vibrant purchasing patterns show how easily they adapt to a changing marketplace and how significantly they have changed it.

How we portray this group is of maximum importance. Make them as alive as the products they overwhelmingly buy and support their wisdom in doing so.        

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