Green is the new Black

Is our Demo Green???

There are 4 main gropus of Green consumers

1. Deeply Committed = early adopters, skew female, more educated, metro living, +35(accounts for 23% of the market)
   




2. Trendy = ages 18-34, ethnically diverse, trend setters, love the cool green look (accounts for 24% of the market)
   




3. Practical = motivated by the benefits, have children, rural living, +45 (accounts for 13% of the market)
   




4. Passive = place the responsibility on others, women with kids, better for the family, 25-34 (accounts for 17% of the market)
   




5. Other = don't care about the environment :( (accounts 23% of the market)
   

What advertisers need to know about our Trendy Green Demographic

• 69% made a green purchase in the last 6 months




• 79% say if they like a product they will always tell their friends




• 70% have recently convinced a family/friend to buy the same product they have




• 47% look to TV ads for more information on Green products (especially household cleaning products)




• 68% go online to find green informaiton