Targeting Green Messages

The Center for Media Research summarized a recent Yahoo! Green study to offer a deeper look at the 77 percent of consumers who describe themselves as “green.” Such consumers are one of the largest and fastest growing markets nationwide.

Deeply Committed: 

  • 23% of market… early-adopters of green who are looking to make a long-term impact
  • Mostly adults (35+)
  • Skew female
  • More educated
  • Higher percent live in metropolitan areas 
  • Respond most to the “positively impact the environment” message

Trendy:

  • 24% of market… trend-setters who are motivated to be green to look cool
  • Younger (18-34)
  • More ethnically diverse 
  • Respond to messages about “everybody else is doing it,” newest technology, cool/hip.

Practical: 

  • 13% of market… motivated to be green by immediate benefits such as saving money or improving health 
  • Skew a bit older (45+)
  • More with children
  • Over-index in rural areas

 Passive: 

  • 17% of market, recognize green as important but place the responsibility more on others than themselves
  • Younger adults (25-34)
  • More women with kids 
  • Respond to messages about providing a better life for their family

Other: 

  • The other 23% of the market don’t care about the environment, or they say they care, but they don’t take any action.

Two of the segments present the biggest opportunity for advertisers, says the report… the “trendy” consumers who go green to be cool, and the “deeply committed”.  These segments buy more green products, discuss green issues often, and convince others to make the same green purchases. 

Further, online is an important source for green information:

  • More than two-thirds (68%) of survey respondents cite online as a source of green information, on par with traditional media (72%)
  • In the online space, people look most to portal websites (Yahoo!, MSN, etc.) for more information on green products (51%)
  • Second is online search (44%) 
  • Reading online reviews by users also high (40%); user reviews are used more than professional reviews (24%) 
  • Lowest is a company website (20%) and blogs (21%)

See all the findings at http://www.mediapost.com/blogs/research_brief/