Inbox: Green consumers have big pockets

Super green” consumers – those engaged in the highest numbers of environmentally-friendly activities – are top earners with penchant for luxury items, according to US report from Scarborough Research.
“Today’s environmentalists have traded sandals and hemp for cashmere and Lexus,” Scarborough’s vice president of marketing Deirdre McFarland said. “Luxury marketers – or, really, any marketer who wants to capture the American high spending population – could benefit from green-focused marketing, promotions and products.”
The super green – which Scarborough says comprise around five percent of the Amercian adult population – are far more likely than the average adult to spend up on cosmetics or fine jewellery and to buy new luxury vehicle as well as have diverse investment portfolio.
Scarborough said its findings have implications for the banking and household goods industries. “The robust investment and financial profiles of Super Greenies suggest that green-oriented messaging and marketing can help banks connect with this consumer group on personal level.
“Super Greenies continue to invest in household goods, despite dips in the housing market,” the report added. “This provides good opportunities for brand development among home accessories stores.”
And the report noted that super greens tend to lead healthy lifestyles, by hitting the gym, enjoying healthy diet and spending time outdoors. M

www.environmentalleader.com

Visited 13 times, 1 visit(s) today

Two new BEIA board members welcomed

Two new members have been welcomed to the Business Events Industry Aotearoa (BEIA) board following the organisation’s AGM. BEIA, which is the official membership-based association of New Zealand’s business events

Read More »

Forming partnerships with Māori business

Broadcaster and journalist Mike McRoberts (Ngāti Kahungunu) will be speaking to directors and the business community at an Institute of Directors’ event Te Ōhanga Māori: Connecting with the Māori economy.

Read More »

How to overcome remote onboarding challenges

First impressions matter and employees’ early experiences heavily influence staff retention, productivity, and overall success. Shannon Karaka outlines eight actions to help improve remote employee onboarding in your organisation. A

Read More »
Close Search Window