Green & Design - March/April 2009 - (Page 18)

consumer generation green How to reach today’s eco-minded consumers By Steven Kleber We’re all familiar with the common characteristics associated with the Boomers, Generation X, and Generation Y. But, with the increasing awareness of the need for energy and water conservation, consumers of all ages are bonding in an effort to preserve the earth’s natural resources. Today’s generations are all part of a new “Generation Green,” seeking tangible action and real results. Effectively marketing ecofriendly products and services to this new generation requires an understanding of who they are. ed purchasing decisions, earning them the designation of “Chief Purchasing Officer” (CPO). Typically the manager of household finances, they are prime targets for those selling eco-friendly products and services. Also spearheading the green home movement are Generations X and Y, whose spending on homeownership and remodeling will peak in the next few years. Spending Behavior Motivating factors ranking high in importance included energy savings, preservation of natural resources, The movement toward green products, look and feel of natural products, and especially in the home, is being shaped in part by educated women who are not indoor air quality. Additional buying considerations include: only eco-sensitive, but also careerdriven and financially secure. A study by Kleber & Associates and StandPoint Marketing Research that focused on purchasing habits found these highly motivated consumers are responsible for about 80 percent of all household-relat• Saving “green.” Though participants in the focus group were familiar with the Energy Star logo, when asked if they would pay more for an item bearing the logo, they indicated a willingness to do so if the increase was no more than 18 | March/April 2009

Table of Contents for the Digital Edition of Green & Design - March/April 2009

Green & Design - March/April 2009
Beyond Fad
Book Review
Generation Green
Green Flags
LEED for Retail
Hola, la Ciudad
Eco-Mountain High
Beautiful Vision
A Better Bean
Under the Influence
Extreme Environmentalist
Leading LEED
To LEED or Not to LEED?
Products: Designer’s Picks
The Many Shades of Green
Ad Index

Green & Design - March/April 2009