High earners are most green

Thursday, 8 September 2011

A new study has revealed that the greenest people in the US also happen to be those who earn the most money.

Research company Scarborough says the part of the population who are the most green, can be called “Super Green”.

This group makes up 5% of the American population and consists of people who are involved in more than 10 green activities – like recycling, buying organic food, using energy efficient light bulbs and reusable shopping bags.

It is the same part of the population likely to buy luxury homes and to spend $500 a year on cosmetics, and most of them live in San Francisco.

Super greenies also tend to be luxury consumers and big spenders, splurging on everything from everyday items like clothing, to specialty goods like jewellery and luxury cars.

They are individuals who regularly go to gym, eat a healthy diet and do outside activities like gardening or hiking. They are also more likely to use bikes for transportation.

They also enjoyed cultural outings like going to museums and are interested in art. The study continues to say that the super greenies are most likely to search for everything they need online.

They also have a higher average level of education and more diversified household investment.

Deirdre McFarland, vice-president of marketing for Scarborough Research, has been quoted on www.inhabitat.com as saying: “Today’s environmentalists have traded sandals and hemp for cashmere and a Lexus”.

“As the American economy continues to try to find its footing, luxury marketers – or, really, any marketer who wants to capture the American high-spending population – could benefit from green-focused marketing, promotions and products.”

The study has found that an environmentally-friendly mentality is no longer just a trendy attribute, but has become a way of life in the USA. Many marketers have apparently taken notice and more “green” products and services are being offered with many car manufacturers offering at least one hybrid model.