Survey Reveals Four Percent of the U.S. Population is Leading the Green Movement
Source: Porter Novelli
Published: Friday, June 27, 2008
Published: Friday, June 27, 2008
A comprehensive study of nearly 12,000 U.S. adults conducted by Porter Novelli, a global communications agency, revealed a peer set of small but powerful group of consumers “Greenfluencers” that are driving trends and shaping purchasing decisions in the mass market. Unlike their counterparts in earlier environmental movements, Greenfluencers are not third-party experts or full-time advocates with a laser-like focus on advancing a specific agenda. Rather, this new highly influential group, which amounts to roughly 4 percent of the U.S. population, is young, racially diverse and outspoken on a variety of social and political issues. And while Greenfluencers are more eco-savvy than their peers, they are still relatively mainstream in their lifestyle choices (e.g., big-box retail shoppers and heavy TV watchers). This accessibility combined with a high level of social connectivity has enabled this group to become the voice of authority on the sustainable lifestyle.
Green concerns are no longer the sole preserve of "owl lovers" and "tree huggers"; they've become thoroughly mainstream. Now every day consumers are looking for products that are environmentally responsible. But those who want to do the right thing face a daunting set of choices. There are also confusing, sometimes unfounded, claims of greenness and many complex issues that must be factored into any assessment of a brand's green credentials. Most consumers don't have enough time or motivation to assess brands' greenness thoroughly.
Instead, they tend to pay more attention to friends, relatives and third parties who take an active interest in the environment. That’s why these Greenfluencers have the ability to sustain the health of the sustainability movement.
David Zucker, the director of CauseWorks, Porter Novelli’s corporate social responsibility and sustainability specialty (you’ll find relevant portions of his bio below), can discuss the make-up of this demographic, how PN discovered this group (via a “Green Gauge”), how it impacts consumer purchasing habits and why marketers need to target this group, rather than inundating consumers with more green messages and contributing to “green fatigue.” Most importantly, David can elaborate on how Greenfluencers have similar traits as the rest of consumers, and can be a difficult group to target. As a result, marketers and activists may potentially neglect this group, which can have serious ramifications on the credibility and effectiveness of any green campaigns
Green concerns are no longer the sole preserve of "owl lovers" and "tree huggers"; they've become thoroughly mainstream. Now every day consumers are looking for products that are environmentally responsible. But those who want to do the right thing face a daunting set of choices. There are also confusing, sometimes unfounded, claims of greenness and many complex issues that must be factored into any assessment of a brand's green credentials. Most consumers don't have enough time or motivation to assess brands' greenness thoroughly.
Instead, they tend to pay more attention to friends, relatives and third parties who take an active interest in the environment. That’s why these Greenfluencers have the ability to sustain the health of the sustainability movement.
David Zucker, the director of CauseWorks, Porter Novelli’s corporate social responsibility and sustainability specialty (you’ll find relevant portions of his bio below), can discuss the make-up of this demographic, how PN discovered this group (via a “Green Gauge”), how it impacts consumer purchasing habits and why marketers need to target this group, rather than inundating consumers with more green messages and contributing to “green fatigue.” Most importantly, David can elaborate on how Greenfluencers have similar traits as the rest of consumers, and can be a difficult group to target. As a result, marketers and activists may potentially neglect this group, which can have serious ramifications on the credibility and effectiveness of any green campaigns