Marketers to Use Green Tactics for Specific Demographics

Green marketing and practices have been all the rage for the past several years. But are consumers really paying attention to environmental concerns when they buy products and services? A new report by Crowd Science indicates that marketers can successfully use this tactic. However, the results are closely linked to specific demographic groups.

The recently published Crowd Science study poinst to a couple of key demographic details that influence  sales of green products. These details are gender and education-​based. Sandra Marshall, Crowd Science VP Research, says "[w]omen and younger age groups appear to be more eco-​centric when it comes to shopping practices.”

Women rank higher than men in a number of different green shopping behaviors:

  • Always choose products with eco-​friendly packaging: Women 26% Men 16%
  • Will pay substantially more for eco-​friendly products: Women 18% Men 11%
  • DON’T check to see if purchases are from ethical companies: Women 15% Men 24%
  • DON’T believe shopping green makes a difference: Women 10% Men 19%

While women are clearly more careful about shopping green, age and education also play a role. According to Crowd Science, about 25% of consumers over age 55 believe shopping green makes no difference. The findings also suggest that consumers with advanced education are more likely to purchase green products. Nearly 1 in 5 consumers with a post-​graduate degree will pay more for green items while only 12% of consumers with less education will do so.

These results  should encourage marketers to target highly educated women with their green product campaigns. They may also have good results by advertising to younger and well-​educated consumers.

[Source: Crowd Science Just Ask. Crowdscience​.com. 9 Dec. 2010. Web. 5 Jan. 2011] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.