WHO’S BUYING GREEN?
(SHELTON GROUP RESEARCH)
MILLENNIALS
This story wouldn’t be complete without including an important new category of green buyer—young people between 13 and 29, sometimes referred to as Millennials. There’s good news and bad news if you hope to win them to your green brand. On the upside, they’re extremely interested in green issues, which they consider important, cool and even sexy. But these future world changers, according to a recent survey by Generate Insight, have not been able or willing to translate their passion for green into purchasing (or other) action. They feel overwhelmed, confused and powerless—especially those under 17. The study offers a few clues as to the Millennial worldview, and how a message might be crafted to reach them.
> 76% want brands to do more for the environment.
> 53% say they know a lot about the green movement but are “always willing to learn more.”
> 54% say they care about the environment and are interested to get more involved.
> 37% say they would like to be more green but just don’t know how to do it.
> 79% say the Internet is their source for environmental education.
Source: Generate Insight;
Environmentalleader.com
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76