From JJ Hill:
Lots of folks are spending lots of money on Green products and services these days. Maybe you or someone you know also has a great idea for the next big Green product. But who exactly are these environmentally conscious consumers that are willing to pay big bucks to “Go Green”?
Scarborough Research, a market research firm, has put together a detailed report entitled All About the Super Greenies. The consumers they profile in this report are “those adults who engage in 10 or more green activities, such as recycling, using rechargeable batteries or re-using grocery store bags”, a number Scarborough estimates as 5% of the adult population in the U.S. The report covers income, media preferences, political affiliations, activities, online habits, and more.
If you need to get a better grasp on just who the Green consumer is, this report is a great start. You may also want to start hanging out at local gardening centers; Scarborough says that 68% of Super Greenies participate in gardening. Time to get your hands dirty!