You may be surprised. Here are some quick survey results from sustainability research and marketing firm the Shelton Group, which recently released its Green Living Pulse 2010 report.
- 84 percent of Americans are seeking green products, up from 77 percent last year.
- Men were somewhat more interested than women in buying or renting an energy-efficient home (67 percent vs. 61 percent).
- Respondents reporting household incomes of $100,000-plus expressed the most interest in energy-efficient homes (70 percent).
- Households with children were also significantly more interested than those without (71 percent vs. 61 percent).
It’s About Money
What’s interesting to note is that more people want “green” products, while the Shelton Group has also found that fewer Americans believe that global warming is man-made. The public interest in energy efficiency is linked more strongly to saving money and eliminating waste than it is helping the environment. And the impetus to save should only grow stronger as the economy continues to sputter.
True Greenies Aren’t Your Audience
In its survey, the Shelton Group segments consumers into three categories: Actives, Seekers, and Skeptics. The actives are actively engaged in purchasing green products and practicing sustainability . Seekers are looking to do that, but may be more pragmatic. And skeptics may only be motivated to be energy-efficient if they can save money.
Shelton Group CEO Suzanne Shelton writes on her blog:
[Actives] sound like the perfect target audience for any green product, right? The challenge is this: they’ve so embraced a green lifestyle that they’re actually less likely to be seeking new products than some other consumer segments. They’re growing their own food and making their own cleaning products, prefering to “do green” more than “buying green.” Some may, in fact, reject “consumerisim” as a matter of principal.
Furthermore, true greenies often aren’t into electronics, and are seeking many other ways to save. Though they are early adopters of green and sustainable products, they are not likely to be early adopters of electronics and home technologies.
Concludes Shelton:
If you’re a new brand in a mature product category, don’t chase after the already green consumers. Hone your sites on the next generation, a group we call The Seekers.
Related links:
Sell ‘Sparkly Green,’ Says Marketer
Sustainable vs. Green: What’s the Better Marketing Term?
Going Green is Expected of You
