Green demographics are hard to come by. Most of the green consumer research deals with lifestyles’ segmentation, and is not very reliable, nor actionable from a marketer or green strategist’s point of view. I found three surveys with demographic information worth looking at. All were conducted in March-April 2008, and deal with attitudes and self-reported behaviors.
First, is a Pew Survey of Americans’ attitudes towards global warming:
These results make sense, and reinforce the widespread notion of green citizens as part of the more progressive crowd of Democrat, younger, more educated folks, who live in big cities on either coast.
Second, is a Burst Media Survey of U.S. adult Internet users, asking about extent of green behavior in daily lifestyle – as published in eMarketer report:
Although the survey seems to confirm Pew findings, indicating a skew towards younger demographics, one needs to take into consideration the following two caveats: first is the fact that behaviors are self-reported, and second, as pointed out in the eMarketer writeup, ‘the vast majority of respondents across all age groups put themselves in the “somewhat” category—leaving open the possibility that different perceptions among respondents of “somewhat” and “completely” could color the survey findings’.
Third, is a poll by Harris Interactive, amongst U.S. adult Internet users, that goes deeper into specific ‘environmentally conscious activities’ – also in eMarketer report:
The Harris Poll results are further supported by an AARP/Focalyst survey, cited in eMarketer report, that 70% baby boomers use their purchasing power to buy environmentally safe brands.
Why such an apparent discrepancy between the first two surveys and the Harris Poll? Could it be that the older folks are more likely to walk the green talk, and to take actions that do matter? Or was it the way the questions were phrased? It may be that not otherwise environmentally inclined people will engage in green-like behaviors that do save them money – energy efficiency related activities -, or are perceived as better for their personal health – buying organic products -. What do you think?
I became interested in this question when I read survey after survey showing that Democrats BELIEVED in and CARED more about climate change than Republicans. However, most surveys also showed that there wasn’t near as much of difference between the two parties when it came to ACTIONS.
I hypothesize that the reason for the narrower gap on actions is that most of the actions that benefit the climate have other benefits as well. Recycling prevents the local landfill from filling up and indirectly keeps your taxes down. Ditto for using less water. Buying energy efficient appliances and reducing energy usage also reduces your electricity bill.
At least, that’s my best guess!
Thanks Nathan for visiting La Marguerite. By the way, I agree with your interpretation. Green is a dividing concept, whereas personally beneficial and by the way also sustainable behaviors, can be a rallying point for all.
In the UK the Energy Saving Trust is regularly testing consumer opinion which it publishes through its green barometer http://www.energysavingtrust.org.uk/your_impact_on_climate_change/the_uk_s_opinion_on_climate_change_the_green_barometer
In addition the Institute of Public Policy Research (ippr) publish Warm Words – a very useful overview of public opinion – https://www.ippr.org.uk/publicationsandreports/publication.asp?id=485 (but this link might not wrok – you need to register with ippr to view it I think).
The Energy Saving Trust have also undertaken extensive customer segmentation based on 15 years of encouraging energy efficiency in the home through its energy saving advice centres. They are now establishing a new network of enhanced centres that are being very canny – cross referencing the market segmentation with postcode data to run carefully targeted campaigns – and they seem to be getting results. It’s all Government (under) funded.
It’s too simple to divide opinion and propensity to act along party political lines. Motivators to action come from all sorts of places and vary according to individual circumstance. Green campaigners need to learn this and be more pragmatic in their approach. What tends to motivate campaigners tends to alienate the rest of us.
Simon, GREAT links! Thank you. I especially enjoyed the Warm Words report. The UK seem to be way ahead of the curve on the climate action front, both in terms of thinking, and also activism. Lots to be learned for us here in the States.