Eco Warriors - Young, Green And Influential
A new study, “Greenfluencers” by Porter Novelli points to a significant new change in the way eco information is disseminated and who’s paying attention…to whom.
Now that green has gone mainstream, it seems everywhere you turn there are eco friendly products, organic choices and green claims. Consumers are well on their way to embracing the eco lifestyle. Every major manufacturer, it seems has found a way to capitalize on the green movement and while green experts cry, “greenwashing”; consumers just cry, “help”, as they try to sort through the claims.
And they’re finding it, from green bloggers like those of us here at Green Options; from leaders of trusted environmental groups; from influencers on social media sites like Facebook and from friends passionate about the green lifestyle.
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So, who are these influencers? This is, of course the key question that any marketer of green products wants to know. Greenfluencer are the key to driving market share. Like all thought leaders, they influence a large proportion of the population. Like the key stone person in those “seven degrees of separation test”, these people are known personally or by reputation by hundreds, even thousands of potential consumers.
Not so surprisingly, the study found they tend be younger, under 35, better educated and with a slightly higher income. They are diverse – males and females are represented equally and more racially diverse than the general population.
Like an earlier generation, from the 60s and 70s, they are active. They join rallies, sign petitions and raise the alarm. But unlike their predecessors they are most likely to do it online. They are heavily involved in social media and are early adoptors of all things technical.
Only 4% of the total population, Greenfluencers aren’t even the deepest green consumers. They are just the noisiest.
Photo Credit:London at Flickr Under Creative Commons License
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