Green Marketing

Definition of Green Consumer

LOHAS: (Lifestyle of Heath and

Sustainability) very progressive on
environment and society, looking for
ways to do more; not too concerned
about price (16%).

Naturalites: primarily concerned about

personal health and wellness, and use
many natural products; would like to do
more to protect the environment (25%).

Conventionals: practical, like to see the

results of what they do; interested in
green products that make sense (e.g.,
save money) in the long run (23%).

Drifters: not too concerned about the

environment, figure theres time to fix
environmental problems; dont
necessarily
buy a lot of green products, though may
like to be seen in Whole Foods to
enhance their image (23%).

Unconcerned: have other priorities, not

really sure what green products are
available, and probably wouldnt be
interested anyway; they buy products
strictly
on price,
value, quality,
and
Source:
Natural Marketing
Institute 2/02/10
convenience (14%).

Population Breakdown

Psychographic Segmentation for

Affluent Individuals
Affluent Globalists (18% of population/$207
Billion in
spending power)

Would be willing to pay more for products that

are environmentally friendly

Minimizing impact on the environment is an

important part of life

Believe in protecting the environment

Source: Ipsos/Medelsohn Affluent Study November 2009

Profile of Green Attitude &

Behavior Segments
Index (to Total U.S.)
Green at Their
Green
Ungreen
Best
Advocates
Age
18-34
18-49
25-54
45-54
55-64

110
105
101
96
85

85
91
97
100
115

83
97
105
119
129

Education
Graduated College Plus

85

117

228

Household Income
$60,000+
$75,000+
$100,000+
$200,000+

95
94
93
95

111
113
115
114

145
160
178
239

Source: 2009 Doublebase Mediamark Research & Intelligence; Weighted to Population (000) Base: All

Profile of Green Attitude &

Behavior Segments
Index (to Total U.S.)
Green at Their
Green
Ungreen
Best
Advocates
Geographic Marketing Regions
New England

96

112

178

Mid-Atlantic

89

122

116

East Central

107

91

89

West Central

96

115

96

Southeast

112

82

65

Southwest

117

70

67

111

135

Pacific

85

Source: 2009 Doublebase Mediamark Research & Intelligence; Weighted to Population (000) Base: All

Profile of Regional Differences in

Green Attitude Segments

Green Attitudes & Behaviors

Ungreen
Green at the
Supermarket
Green in Theory
Green But Only If
Green at Their Best
Green Advocates
Source: 2009 Doublebase Mediamark Research & Intelligence; Weighted to Population (000) Base: All

Degree to Which U.S. Adult Internet

Users Incorporate Green Behavior in
Daily Lifestyle
Most consumers are incorporating
Green standards into their lifestyle. This
trend is lowest at the extremes in ages. However the amount of people that
completely accept Green is amongst the youngest demographic: 18-24.
The least eco-conscious consumers are the oldest of the grouping at 65+.
The most eco-conscious consumers are the 55-64 year olds who display
tendencies that lean somewhat toward eco-friendly behaviors.
Adult Internet Users

Completely

Somewhat

None

18-24

9.7%

77.1%

13.2%

25-34

6.3%

81.4%

12.2%

35-44

4.4%

80.6%

15.0%

45-54

3.2%

85.3%

11.5%

55-64

3.7%

88.0%

8.3%

65+

4.8%

74.9%

20.4%

Source: Environmental Leader and MediaBuyerPlanner Study as seen in Center for Media Research 1/4/10

Consumer Preference for Green

67% Americans agree that even in tough

economic times, it is important to purchase
products with social and environmental
benefits

51% say they are willing to pay more for

them

66% say price is very important in purchase

decision

64% look for quality

55% want good for your health

49% look for made in the USA

Source: Consumer Report 2009

Green Benefits Increased

in Importance Since Last Year
% of Respondents indicating this attribute is very important for products
purchased.

Source: BBMG Conscious Consumer Report: Redefining Value in a New Economy 2009

Green Company Marketing

According to the green marketing study, 82% indicated

they expect to spend more on green marketing in the
future.

At leasthalf of respondentsplan to engage in online

marketing efforts in the future.

28% of marketersthink green marketing is moreeffective

than other marketingmessages, compared to 6% of
marketers who think it is less effective.

Managementis more optimistic, with 46% of them

indicating that greenmarketing is more efficacious.

23% of those in operations think green marketingis more

effective.

Companies with smaller marketing budgets tend to spend

more on green marketing.Those with budgets under
$250,000 spend just over 26%, while those with budgets
ofSource:
more
than $50 million spend 6%on green marketing.
Environmental Leader and MediaBuyerPlanner Study as seen in Center for Media Research 1/4/10

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Environmental Advertising by Media

Respondents Reporting Green Marketing Budgets in Media Categories

Online: 74.2% of
respondents have spent
marketing budgets online.

Print: Print is the second

strongest media for Green
marketing at 49.8%.

Direct: Direct completes the

top trio, at the third highest
ad spend, with 40% of total
spend.

Other Media: Outdoor,

Radio & TV, and Mobile
account for the remaining ad
spending.
Source: Environmental Leader and MediaBuyerPlanner Study as seen in Center for Media Research 1/4/10

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Consumer Attitudes Towards

Green Companies

41% of Americans could not name a single

company that they consider the most socially
and environmentally responsible.

Within these respondents:

71% of consumers agree that they avoid

purchasing from companies whose practices
they disagree with

55% tell others to shop for products based on

a company's social and environmental
practices

48% tell others to drop products based on a

company's social and environmental practices

Source: Environmental Leader and MediaBuyerPlanner Study as seen in Center for Media Research 1/4/10

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