Earthenterprise Tool Kit - International Institute for Sustainable ...

EarthEnterprise Tool Kit
• The most responsive age group is young adults, many of whom are
influenced by their children.
• Women are a key target for greener products and often make purchases for
men.
Background to statistical categories
1. Income Index: ratio of median group income to median national income.
Green consumers in the U.S. and Canada earn above average incomes.
2. Median Age: The data for Canada suggests that younger adults are more
likely to be green than older people. The data for the U.S. and Mexico are
not very conclusive (although more detailed results from the Roper Poll and
other surveys show that green sensibilities are strongest among U.S. adults
aged 30-45). Note: Research also shows that children and teenagers are the
most sensitive to green issues.
3. Executive/Professionals: percentage of consumers in high skill, white collar
professions. Professionals and executives tend to be greener consumers.
4. College Graduates: The data generally show that the more educated the
person, the more likely he or she is to be a green consumer.
5. Female: The data show that women tend to be more green than men.
Understanding the demographic basics about green consumers can help nongreen
entrepreneurs explore the environmental market and home in on likely
p ro s p e c t s . Those alre a dy in the business can better tailor outreach and
communications to consumers.
In the U. S., the age factor means a flourishing market as greener kids replace
the less green elderly. Children and teens are generally much more concerned
than adults about the environment and are more knowledgeable about green
alternatives. Increasingly, they influence their parents’ purchasing decisions
towards green and, more important, millions of them will reach adulthood and
gain purchasing power in the next few years.
At the opposite end of the age spectrum, Americans born before the end of
World War II are the least green in consumer orientation. As they age, their
share of consumer purchases will dwindle, and be replaced by consumers with
a greener ethic.
In Canada, children share very strong green concerns that influence their
parents. Older people also tend to be relatively active green purchasers. The
E nv i ronmental Monitor reports that green purc h a s i n g , “...does not va ry
significantly among demographic and regional groups”.The Roper Poll, on the
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