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Results from Shelton Group’s sixth annual Eco Pulse study shows that ‘green’ consumers in the US have been replaced by values-driven shoppers which the marketing consultancy terms ‘Actives’.
“Our findings from this study show that we can’t think of Americans who buy green products or gravitate towards green companies as ‘green consumers.’ They are actually the most desirable target audience for any company – and they happen to be purchasing greener products from greener companies,” said Suzanne Shelton, founder and ceo of Shelton Group. “They make up 24% of Americans, are affluent early adopters and the most brand-loyal segment. They’re willing to pay more for a brand they trust, they shop frequently, and they like having shiny new ‘green’ things.”
Shelton calls this group “Actives,” and they are values-driven shoppers. Through their purchases they are creating an outward extension of their internal values. And these values most strongly align with protecting the environment, helping others, social justice and equality.
Actives also like certifications and expect manufacturers to address all of their concerns – not just about what’s in the product, but also about how it’s made and its life cycle impact. Their brand loyalty is born out of connecting the dots from their values to brands and companies that align with these values and offer a sense of community and meaning, the study maintains.
“As the economy improves, more Americans have the luxury of worrying about the environment again,” said Lee Ann Head, VP of Research and Insights at Shelton Group. “These findings will help companies align their marketing activities and product designs with things this powerful group of consumers cares about the most. And, depending on your target audience, it may be time to add an environmental driver to your messaging mix.”
The latest Eco Pulse findings also show that Americans, because of economic recovery, seem to be re-prioritizing the environment and green buying.
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