> Somewhat more likely to be female


> Most are aged 45–54


> Well-educated


> High-income


> Ethnically diverse (significant Hispanic population)


> Have children living at home


> Sustainability is big part of self image


> Highly sensitive to greenwashing


> Respond best to themes of innovation and possibility


> Health is a driving force; label readers


> Will pay more for green


09.2011
33

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