Are you a Super Greenie?
Do you buy organic, locally grown food and eco-friendly cleaning supplies? Is your wallet a little lighter from forking over more cash for green products and services? Do you use reusable grocery bags, energy efficient light bulbs and rechargeable batteries? Will your next car be a hybrid?
If you answered yes to all of these questions and more, you are part of a club that comprises just 5 percent of the population. You're well-educated, more likely to make good money and watch the Cooking Channel. And you probably live somewhere on the West Coast, namely San Francisco, Seattle, Portland or San Diego.
And, it goes almost without saying, you're green marketers' No. 1 prospect.
A report (PDF) released last week delves into the habits of Super Greenies, a class of people identified by Scarborough Research as regularly engaging in 10 or more green activities. Turns out they like the finer things in life, including cosmetics, fine jewelry and luxury vehicles.
A couple key commonalities among Super Greenies:
• 60 percent more likely to own a second home.
• 110 percent more likely to have spent more than $500 on a camera in the past year
• 76 percent more like to have a household income of $150,000 or more.
Not a Super Greenie but want to market your product or service to them? Not to worry: Scarborough offers several tips to attract Super Greenies, such as appealing to their "thirst for news" or doing cross-promotions with health clubs, organic foods manufacturers and healthy food brands.
Here's a look at where you'll find Super Greenies:
Local Market % of Super Greenies
San Francisco 17%
San Diego 11%
Washington, DC 9%
Although GreenBiz.com Executive Editor Joel Makower recently opined that we should move on from green marketing in its more banal form, such as touting the tiniest of accomplishments, the Scarborough report shows there may be big rewards for companies who can authentically market their green products and convey how they're walking the walk.
What do you think? Are LOHAS market segments important to the larger green movement, or does it reinforce the perception of price premiums [and/or] elitism in green products?
Image CC licensed by Flickr user TheeErin.