Americans Go Three Shades Greener in 16 Months
Consumer survey finds more people regularly purchasing green products
Chicago (March 18, 2008)?Driven by increased environmental awareness,
Americans are quickly moving to the greener end of the spectrum. Latest
findings from Mintel, a leading market research company, reveal that
over one-third of adults (36%) claim to "regularly" buy green products.
Just 16 months ago, only 12% said they "regularly" purchased green
products.
Furthermore, the number of people who "never" purchase green products
has been cut in half over the past 16 months, according to Mintel. In
August 2006, one in five Americans (20%) claimed to "never" buy green
products. Now, only 10% of the population makes such claims.
"We're seeing the green movement rapidly transition from niche to
mainstream," comments Colleen Ryan, senior analyst at Mintel. "Major
companies have jumped onboard, promotional messages have changed, and
the American public is increasingly looking at green products as a
normal part of everyday life."
Ryan attributes the green movement's growth to young adults. In Mintel's
latest survey, over half of 18-24 year olds (51%) claimed to "regularly"
purchase green products. In contrast, only 31-36% of older adults said
that they "regularly" buy green products. "Tech-savvy young adults have
been key in the green movement's success," states Ryan. "This suggests a
bright future for green products, as young adults will carry their
habits and beliefs with them as they age."
Mintel expects vibrant growth for the green movement in coming years.
Americans' concerns over climate change, energy costs and product safety
create a need for more environmentally friendly products and services.
Leading manufacturers have been quick to respond, offering green product
options for large and small purchases alike.
Mintel Comperemedia, which analyzes direct mail and email advertising,
has observed many green direct marketing campaigns for cars, trucks and
SUVs, for example. Increasingly, auto manufacturers are boasting their
green credentials?more hybrid models, better fuel efficiency and
E85-compatibility?alongside traditional vehicles in advertisements.
"In our consumer survey, we saw a dramatic rise in people interested in
buying 'green' for major purchases," notes Ryan. "Of adults who purchase
green products, 84% said they would consider green factors the next time
they shopped for a car or truck. Americans see greener purchases as a
smart choice for both their pocketbooks and the planet. Green shopping,
both major and everyday, is definitely here to stay."
Mintel's exclusive consumer survey was conducted online in December 2007
among a nationally representative sample of 3,085 Internet users aged 18
and over.
About Mintel
Mintel is a leading global supplier of consumer, product and media
intelligence. For more than 35 years, Mintel has provided insight into
key worldwide trends, offering unique data that directly impacts client
success. With offices in Chicago, London, Belfast, Sydney and Shanghai,
Mintel has forged a unique reputation as a world-renowned business
brand. For more information on Mintel, please visit www.mintel.com.
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