Welcome to the Kleber & Associates blog! Here’s the latest on “Super Greenies”: A new breed of conservationists.
In theory, Green products have a large consumer base. Saving water, energy, forests, and our planet are noble goals that many people have embraced. Because there are so many ways to “go green,” people often do so in varying degrees. Some consumers are satisfied with replacing their light bulbs, and others save the forest by reusing shopping bags. But there is an emerging demographic of people who help save the planet in multiple ways.
“Super greenies,” a new hyper breed of green movement followers, have done more than their fair share in conservation, earning them the coveted status symbol as the ultimate “do-gooders.” In fact, although a mere fraction of the population (about 5% of Americans), these fervent greenies participate in more than 10 environmentally friendly activities on a regular basis. Everything from their locally grown vegetables to their organic fiber clothing represents what 21st century consciousness is about. In a nation of consumerism and egocentricity, the “super greenies” stand at the frontlines of the war to save our planet.
Giving back to Mother Earth is what the super greenie is all about. This isn’t difficult seeing as many Americans in this category occupy the highest earning bracket in our nation,
earning typically more than $150,000 annually. Their spending power and motivational drive is what makes them a lucrative demographic to many new companies pitching green products and services. Knowing the super greenie is an important aspect in knowing where to fund green advertising. Some cities are more environmentally conscious than others. Concentrating advertising efforts in west coast cities such as San Diego and Seattle could prove more viable in the push for environmentally friendly products.
Super greenies hunger for the latest and greatest in energy saving technology. Their aims lie more in long-term investment and less on short-term savings. A $40 light bulb may have less of a sticker shock to the super greenie. Knowing that light bulb could last 35 years is the only payoff they need. Their high income and typical left-wing ideologies also make them politically influential to the average consumer. This trickle down effect can mean big bucks to companies trying to push their new low flow toilets or LED light bulbs. The future of the green movement may rest heavily on the super greenies. It is important for brands to recognize their power and to cater their messages to the environmentally conscious.
They consume online media, including online newspapers, TV, and radio, more frequently and are more likely to spend time on social networking sites than the average American.
So where’s all this new green technology headed? Just look to those advertisers pitching to the “super greenies.” Chances are, a few years from now, the typical consumer will be using these innovative energy saving products.
