In recent years, many marketers have emphasized their green practices to attract consumer attention and increase sales. Is this a worthwhile effort for merchants or should they target only the ‘greenest’ consumers? New data from Scarborough Research uncovers key demographic features of the consumer group labeled “Super Green” and this information may help marketers determine the best strategy in the green marketplace.
The most environmentally conscious consumers tend to exhibit specific behaviors ranging from recycling to re-using grocery store bags to using rechargeable batteries. But despite this conserving behavior, this group is not tight-fisted with cash. These consumers are more likely than average to:
- Have household incomes exceeding $150,000 a year
- Own homes valued at over $500,000
- Spend over $45,000 on a new car: 77%
- Grow their own produce: 68%
- Spend more than average on clothes, cosmetics and fine jewelry: $500
- Enjoy low-carbon activities like hiking/biking: 33%+
The Super Green consumer comprises 5% of the U.S. adult population. These folks are heavily concentrated in the Pacific Northwest and most likely to belong to the Gen X and Baby Boomer age groups. And they are also careful to maintain a diverse investment portfolio.
The study data indicates that marketers will do best by reaching these consumers online. The Super Green shopper spends a lot of time online looking for news and information. Deirdre McFarland, vice president of marketing at Scarborough Research, advises, "As the American economy continues to try to find its footing, luxury marketers – or, really, any marketer who wants to capture the American high spending population – could benefit from green-focused marketing, promotions and products."[Source: Balboa, Jen. Market research firm says elite ‘green’ spenders out there. Ecoseed.org. 5 Aug. 2011. Web. 17 Aug. 2011]