Volume 2
March 12, 2009
Nine Shades of Green America:
Green Consumer Segmentation
By Mark Hardy, Earthsense
A deluxe box of crayons can‘t beat all the shades of green in the eco-friendly marketplace. From bold to subdued, these consumers drive demand for environmentally friendly products and services.
Earthsense‘s segmentation framework, Dimensions™, helps marketers pinpoint where target consumers fit in the green spectrum. Nine segments identify and describe motivations for buying green, barriers that get in the way, purchasing behaviors and more. These segments, ranging from “Enthusiasts” to “Detached,” were created using the Earthsense Eco-Insights Survey which trends consumers‘ green attitudes and behaviors to define and close an important gap between what people say and what they actually do.
In this issue of Echo, we highlight four segments that, together, comprise the Earthsense “Green Core”: the consumers most likely to be open to – and seek out – eco-friendly products for their homes and families.
Enthusiasts: 7% of population (15.6 million US adults)
Enthusiasts are the most passionate and active green consumers. They will pay a premium for green products and they actively seek socially responsible companies from which to buy. Enthusiasts are more likely than others to buy products made from recycled materials, and they oppose product testing on animals. They are small, but mighty green, representing over 40% of the green buyers for select products, such as personal care products.
Top 3 Green Purchase Motivations
Health – 41%
Environmental Impact – 33%
Product Quality – 15%
Green Purchases
% share of green products bought by this segment
Oral Care products – 43%
Feminine Hygiene – 41%
Personal Hygiene – 40%
Demographic Profile
Women – 56%
Aged 35 to 54 years – 42%
Median income – $59,610
Politics – Democrat 42%, Republican 11%
Live in medium to dense area – 55%
Media More Likely to Use
Websites – friendster.com, bizrate.com, wired.com
Magazine categories – Green, Epicurean, Science/Technology
Believers: 16% of the population (37.7 million)
Believers believe... they have pro-eco attitudes, but don‘t “walk the talk” as much as Enthusiasts. They firmly believe that global warming is a real concern and that individuals have an important role to play in protecting the environment.
They prefer to do business with socially responsible companies and are often willing to pay more for green.
Top 3 Green Purchase Motivations
Health – 42%
Environmental Impact – 29%
Product Quality – 15%
Green Product Purchases
% share of green products bought by this segment
Household Cleaners – 32%
Milk/Cream – 31%
Poultry – 31%
Demographics
Women – 60%
Aged 35 to 54 years – 40%
Median income – $54,894
Politics – Democrat 44%, Republican 12%
51% live in medium to dense area
Media More Likely to Use
Websites – shopzilla.com, jigsaw.com, shopping.com
Magazines – Green, Epicurean, Photography
Habituals: 3.3% of the population (6.5 million)
A small, relatively well-heeled group, Habituals are more likely than others to seek out trusted brands when making green purchase decisions. They actively purchase from socially responsible companies, they buy products based on personal values and product quality, and like many other consumers health is a top motivation for the green purchases they make.
Top 3 Green Purchase Motivations
Health – 34%
Environmental Impact – 24%
Product Quality – 20%
Green Product Purchases
% share of green products bought by this segment
Disposable Diapers – 20%
Candy – 20%
Oral Hygiene – 17%
Demographics
Men – 59%
Aged 35 to 54 years – 39%
Median income – $56,235
Politics – Republican 25%, Democrat 24%
Live in suburbia – 64%
Media More Likely to Use
Websites: Friendster.com, wired.com, hi5.com
Magazines: Green, Photography, Baby
Selectives: 12% of the population (27.8 million)
Selectives‘ degree of involvement in “green” is moderate–they are the center of the plate. They have minimal interest in paying a green premium, though the majority buy green in at least one product category. When Selectives buy green products from trusted brands, they are motivated by saving money and product quality. They are less likely than others in the Green Core to think individuals have a significant role in protecting the environment.
Top 3 Green Purchase Motivations
Health – 30%
Environmental Impact – 25%
Product Quality – 18%
Green Product Purchases
% share of green products bought by this segment
Paper towels/napkins – 21%
Trash bags – 21%
Toilet paper/facial tissue – 20%
Demographics
Men – 53%
Aged 35 to 54 years – 38%
Median income – $60,017
Politics – Democrat 28%, Republican 24%
Live in suburbia – 63%
Media More Likely to Use
Websites: MSN Maps, bizrate.com, jigsaw.com
Magazine categories: Photography, Science/Technology, Motorcycle
The other segments–to varying degrees–play into the green consumer landscape and should not be overlooked, though they will be a tougher sell. For example, Skeptics comprise 30% of the total population (71.3 million); as the largest segment, they present opportunities along with challenges. They have the lowest rate of green purchases and environmental claims are not likely to stir them, but they like to save money – this is where they fit into green. For example, they account for 15% of the share of green light bulbs purchased. Green light bulbs last longer, therefore save money. Expecting to convert them to Enthusiasts is unrealistic, but better education about the cost savings inherent in many green products can alter some of their attitudes, with green behavior to follow.
This document provides only a sampling of the data available for each segment. While the full report is available at no additional cost to Earthsense clients, we are happy to share top-line results with Echo readers.
