eric rochow

Something I’ve said more than once in my conversations with people about ‘where all this is going’ and I pointed out when I spoke at VON Boston; people who are attracted to ‘Green’ lifestyle choices are older than the stereotypical granola crunching treehuggers, and have more disposable income.

Ad Age posted an article about this,

In the Forrester study, the demographics of the kind of consumer who would buy greener electronics was not the young post-college organic-food devotee one might imagine, Mr. Mines said.

The bright-green consumers, on average, are 51, have a household income of $62,500 and tend to be more brand loyal and more willing to tell friends about products than others. They are also more often Democrats and spend time gardening.

I’ve seen a very similar profile of people who have joined The Greenhouse, the Gardenfork and Real World Green community site. These people definitely will tell friends about a product or brand they think is good.

photo: www.missyredboots.com