Marketers, forget that coveted 18-36 demographic: Consumers over 55 are the most prolific users of green products in the U.S., according to a new survey.
The survey of over 6,000 respondents, by ICOM Information & Communications, produced some startling statistics: Women age 55-59 are more than twice as likely as the average consumer to use green products. Men 65-69 come in a close second, saying they are more than 1.7 times as likely to use eco-friendly products than the average American.
The majority of respondents (61.9%) say that they do use some type of environmentally friendly product because, for many (33%), it "makes [them] feel good about [themselves]."
Men and women age 25-34 are among the "least likely to use" environmentally preferable products compared to the national average.
Half of the non-adopters cite high prices for their main reason for not buying green products, while 17% say it is because they don't believe green products are much better for the environment.
"Younger demographics are still green, that is, inexperienced when it comes to engaging with environmentally friendly goods," says Peter Meyers vice president of marketing, ICOM. "The data suggests that targeting these groups with more calculated offers – such as at slightly more aggressive price points, appealing to their personal values or reinforcing the true benefits for the environment – could introduce green products to a new, promising consumer base."
Those that do decide to buy green, however, do so no matter what the cost. Despite the current economic downturn, a similar survey recently found that half of all American consumers - regardless of income level - would pay more for greener products.via | SLM
