The Homa Files

Excerpt from Marketing Daily “Boomers: The Greenest Generation” September 9, 2008

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While conventional marketing wisdom holds that it’s the idealistic Gen Y shoppers who are most committed to buying products that are less harmful to the environment, a new study finds that baby boomers are the greenest generation.

Both male and female groups 55 years and older are above-average users of environmentally friendly home goods in the U.S…Conversely, men and women from 25 to 34 years are among the “least likely to buy” category, compared to the national average…

One reason that older shoppers may be more committed, says Peter Meyers, ICOM’s marketing vice president, “is that they are spending more time in the store, looking at packaging and reading product claims. They know what they’re buying.”

Another possible explanation, he says, is that Gen Y is simply becoming more cynical, and is more likely not to believe a marketer’s claims.

For marketers to continue to be successful with earth-friendly claims, he says, especially with the economic slowdown, “they’re going to have to start considering price as a key issue, as well as finding ways to back up claims more clearly, to build trust.”

Edit by SAC

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Full article:
http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=90191

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This entry was posted on September 29, 2008 at 7:30 am and is filed under Environment - Green. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.