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Que Hora Es? Time to Market Green Products to Hispanics

If you’ve followed much of Shelton Group’s work, you know that we often say there is no such thing as The Green Consumer. There are many green consumers -- the person who buys greener food products may look completely different than the person buying green cleaning products, as might the person buying greener skin care products.

That said, we’ve also said if we had to generalize the overarching greenest leaning consumer is what we call a True Believer, and they skew upper-middle income, educated, liberal, Boomer female. In short, your typical latte-sipping, Friend of Hillary.

Not any more.

In this year’s Eco Pulse (available April 9), we see that men are exhibiting more green tendencies and Hispanics are engaged more strongly than ever. They’ve always scored high on green attitudes and behaviors, but we’re seeing them become an even more important and attractive target.

For example, Hispanic respondents were…

  • Significantly more likely to be searching for greener products than Caucasians or African Americans (75 percent, compared to 61 percent and percent, respectively).
  • Significantly more likely to agree global warming is occurring and caused by human activity than Caucasians (58 percent versus 45 percent).
  • Significantly more likely to say they felt “very personally responsible” to change their daily habits and purchases to positively impact the environment than Caucasian respondents (25 percent versus 13 percent).
  • Significantly more likely to say they’d had conversations with their kids on conservation or environmental topic (65 percent versus 49 percent overall).

We know that a sense of personal responsibility is key to translating attitudes into actions. We also know that families who talk about environmental issues exhibit a higher rate of actual behaviors. Thus, the data above tells us this an audience to be courted, right alongside the Friends of Hillary.

Our advice?  Make Hispanics a priority in your green marketing plans.

Suzanne C. Shelton is founder, president and CEO of Shelton Group, an advertising agency focused exclusively on motivating mainstream consumers to make sustainable choices. The original version of her post and the accompanying image were published on the Shelton Group blog and are reprinted with permission.


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