Green Marketing
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Definition of Green Consumer
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LOHAS: (Lifestyle of Heath and Sustainability)
very progressive on environment and society,
looking for ways to do more; not too
concerned about price (16%).
Population Breakdown
14%
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%).
23%
25%
Drifters: not too concerned about the
environment, figure there’s time to fix
environmental problems; don’t 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 wouldn’t be interested anyway;
they buy products strictly on price, value,
quality, and convenience (14%).
Source: Natural Marketing Institute 2/02/10
23%
LOHAS
Naturalites
Drifters
Unconcerned
Conventionals
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Psychographic Segmentation for
Affluent Individuals
Affluent Globalists (18% of population/$207 Billion in
spending power)
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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
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Profile of Green Attitude &
Behavior Segments
Index (to Total U.S.)
Ungreen
Green at Their
Best
Green
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
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Profile of Green Attitude &
Behavior Segments
Index (to Total U.S.)
Ungreen
Green at Their
Best
Green
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
Pacific
85
111
135
Source: 2009 Doublebase Mediamark Research & Intelligence; Weighted to Population (000) – Base: All
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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
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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
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Consumer Preference for Green
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67% Americans agree that “even in tough economic
times, it is important to purchase products with
social and environmental benefits”
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51% say they are “willing to pay more” for them
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66% say price is very important in purchase decision
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64% look for quality
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55% want “good for your health”
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49% look for “made in the USA”
Source: Consumer Report 2009
8
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
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Green Company Marketing
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According to the green marketing study, 82% indicated they
expect to spend more on green marketing in the future.
At least half of respondents plan to engage in online marketing
efforts in the future.
28% of marketers think green marketing is more effective than
other marketing messages, compared to 6% of marketers who
think it is less effective.
Management is more optimistic, with 46% of them indicating
that green marketing is more efficacious.
23% of those in operations think green marketing is 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 of more than $50
million spend 6% on green marketing.
Source: 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
74%
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Online: 74.2% of respondents
have spent marketing budgets
online.
50%
Print: Print is the second
strongest media for Green
marketing at 49.8%.
40%
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.
Online
Print
Source: Environmental Leader and MediaBuyerPlanner Study as seen in Center for Media Research 1/4/10
Direct
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Consumer Attitudes Towards
Green Companies
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41% of Americans could not name a single
company that they consider the most socially and
environmentally responsible.
Within these respondents:
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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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