Even Curmudgeons Get the Greens

Care for a splash of carbaryl on your salad? What about a hot summer’s day swim in sludge? No catch here; the answer is “No!”

Nobody wants to eat toxic broccoli or float in a fetid lake. But…when it comes to actively seeking out environmentally healthy products and taking eco-friendly actions, not everybody is on board–one key group in particular.

Allow us to introduce you to “The Detached.” If there’s anything “green” in their shopping carts, it’s probably mint ice cream. Their SUVs guzzle gas greedily, they firmly believe that global warming is not real, and there are lots of them–28.5 million (12% of the adult population).

According to Dimensions™, Earthsense’s consumer segmentation, the Detached segment consists of people least engaged in sustainability. They have little interest in products made from recycled materials, think individuals have little if any role in protecting the environment and are absolutely unwilling to pay a premium for green. When they buy green, it’s to save money (here’s a clue). To them, claims based on environmental benefits are irrelevant.

Obviously, not everyone is a prospect for every product or service, and this group may be the one you’re least likely to approach if you’re selling “green.” So why bother with them? Bother because not all Detached consumers are completely worthless to the green marketer.

Marketers who figure out what motivations and barriers drive Detached buying behavior will find opportunities to sell to them…whether it’s because of green…or in spite of it.

Getting to know the Detached

At a glance, the Detached are mostly men, middle-aged (35 to 54 years) or older, have an annual (median) income of $53,478 and are likely to live in less dense or rural areas. They’re also likely to say they are Republican, heterosexual and Christian.

A key, distinguishing feature of this group is that they think green is a lot of bunk: they are almost five times more likely than the typical adult to say that individuals do not have a role to play in protecting the environment, that development of alternative energy sources should not be a top U.S. priority and that they are on “eco-overload.’ They wish the topic would disappear.

Got Attitude?
What are Green Curmudgeons Thinking?	Index to Total Adults
Individuals can’t protect the environment.	469
Alternative energy shouldn’t be a top US priority.	454
Government shouldn’t increase environmental regulation.	433
Pollution has no direct link to health problems.	378
Global warming is not caused by human activity.	353
I'm on “eco-overload.”	352
“Greenwashing” isn’t a real problem.	281
Subsidize agri-business, not local organic farms.	271
Organic foods aren’t worth a higher price.	259
Don’t create gas credit for fuel efficiency or usage tax for gas guzzlers.	244
I don’t have “eco-guilt.”	237
Don’t protect endangered species over the need for resources.	233
Manufacturers are environmentally responsible.	177
Source: Eco-Insights Survey 2008, Earthsense.com

Marketers need to pinpoint where different consumers – even the Detached – fit in the green spectrum in order to maximize their sales. For example, Eco-Insights™ data show that for some products – such as trucks and motorcycles – the Detached buy at greater rates than other adults (just not green). For others, they buy at least as often as the typical adult (think soup, sodas, SUVs and beer). They favor Kroger’s and Albertson’s for their groceries, aim for Walgreen’s for their prescriptions and consider Sam’s their club store.

Earthsense Dimensions provides key insights on this and other consumer segments to help marketers understand their best – and their toughest – customers. These segments, ranging from “Enthusiasts” to “Detached,” are constructed from the Earthsense Eco-Insights Survey which trends consumers’ green attitudes and behaviors to identify and close the gap between what people say and what they actually do.

The Takeaway

Don’t give up so fast. Use substantiated clues to chip away at barriers that keep your green products out of the shopping carts of the Detached.

1. Know what they think and why they behave in certain ways. Example: if they only buy green to save money, show them how your product is economical.
2. Relate to them in ways that resonate with their core concerns. Example: They feel energy costs are a national issue. Share your concern for this issue – and your solution for it – in your messaging. And don’t try to guilt them. They have no sense of eco-guilt, and are impatient with the whole green concept.
3. Know when to cry “uncle.” For those products for which communicating “green” is central to the product’s core value proposition, stand your ground and be sure to skim green curmudgeons off your list – your offer will be as appealing to them as swimming in sludge. But remember: many will be a primary target for “conventional” products, so ignore them at your risk for that portion of your product portfolio.

Curmudgeons Comment on “Green” “I really don't care about "green" or "eco-friendly". I eat what I like, the way I like it, and couldn't care less about what others think.” “I have no idea what makes a certain product green and I believe that those that do are, for the most part, wasting their time in this society.” “This green trend…it's a bunch of political propaganda.” “I consider buying anything based on politically motivated junk science a mental illness.” “Global warming is a hoax for the purpose of a select group to get rich.” “The environmental groups have scared people into believing a lie. The Bible makes it clear that this Earth will not cease to be, neither will mankind, until Christ returns and the world is then destroyed.” “I really don’t understand ‘green’ – because it goes in the pet and ends up being poop, which is bio-degradable?” “Green? I don't worry about green... I worry about what an item costs.”

This article provides a small sample of Earthsense research findings. Want to learn more? Let us know.