Monday, December 24, 2007

The green (ish) 50-plus

Whenever I tell people that older people are more environmentally ‘aware’ (whatever that means) than the young they are surprised. Logically you would think the older you get the less concerned you are about the state of the environment since you are not going to be around to suffer the consequences.

I guess it is the thought of what legacy you are handing over to your children/grandchildren. Having decided that you will be spending most of their inheritance you had better do something about the state of the planet.

Any credible research that has been done in the UK shows older means more environmentally concerned. It is interesting to see that this same picture occurs in the US.

Focalyst (the joint venture between AARP and Kantar) has just issued one of its rare press releases about: "It's good to Be Green: Socially Conscious Shopping Behaviours among Boomers".

According to the survey results, 40-million boomers use their purchasing power to buy environmentally safe brands. Now what the press release doesn’t say is the extent of this green-aware purchasing. My bet is that you have a small (probably very small) core of ultra-greens, who spend their life searching for minimum carbon footprint goods in degradable packaging. For the majority (big majority) it is a light tinge of green that drives a tiny proportion of their purchasing.

Where the UK and the US differ is over the correlation between income and greenism. In the UK, richer means greener - as far as the 50-plus are concerned.In the US it is the opposite. Weird. Dick Stroud

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