Monday, October 05, 2009

Older means Greener

Gail Research has published a snazzy report about the different levels of Greenness of US consumers.

My big gripe with the report is that the oldest people researched were 65 years old. Come on guys, get real, consumers don’t stop consuming at 65.

As can be seen from the graphic – most Americans - same with Europeans – are “Light Green”.

Gail discovered, and would have probably discovered even more so had they had a sensible upper age limit, is that "Dark green" consumers are likely to be older, more educated and affluent than the light green variety.

49% of 46-65 years olds are of the dark green variety whilst their kids (36-45) are a disinterested 24%.

Old+ educated= green. Dick Stroud

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