Values-driven shoppers replace ‘green’ consumers in US

Results from Shelton Group’s sixth annual Eco Pulse study shows that ‘green’ consumers in the US have been replaced by values-driven shoppers which the marketing consultancy terms ‘Actives’.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 further describes them as values-driven shoppers. Through their purchases they are creating an outward extension of their internal values, she says.  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.

Read the full story in the August issue of Ethical Performance.