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 convenience (14%).
Source: Natural Marketing Institute 2/02/10

Population Breakdown
14% 16%

23% 25%

23%
LOHAS Drifters Naturalites Unconcerned Conventionals

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.)

Ungreen
Age 18-34 18-49 25-54 45-54 55-64 Education Graduated College Plus 110 105 101 96 85 85 95 94 93 95

Green at Their Best 85 91 97 100 115 117 111 113 115 114

Green Advocates 83 97 105 119 129 228 145 160 178 239
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Household Income $60,000+ $75,000+ $100,000+ $200,000+

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

Profile of Green Attitude & Behavior Segments

Index (to Total U.S.)

Ungreen
Geographic Marketing Regions New England Mid-Atlantic 96 89

Green at Their Best 112 122

Green Advocates 178 116

East Central
West Central Southeast Southwest Pacific

107
96 112 117 85

91
115 82 70 111

89
96 65 67 135

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
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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 25-34 35-44 45-54 55-64 65+

9.7% 6.3% 4.4% 3.2% 3.7% 4.8%

77.1% 81.4% 80.6% 85.3% 88.0% 74.9%

13.2% 12.2% 15.0% 11.5% 8.3% 20.4%

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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 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 10

Environmental Advertising by Media

Respondents Reporting Green Marketing Budgets in Media Categories
74%

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.
Online Print Direct
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50% 40%

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

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