Consumers who engage in the highest amount of environmentally friendly activities, such as composting, recycling, and using rechargeable batteries, are also more likely to be the country’s top earners, according to a new report.
The Super Green population, which accounts for 5% of all U.S. adults, is 76% more likely than the average adult to have an annual household income of $150,000 or greater and to own homes valued above $500,000. This group also out-paces the average U.S. population when it comes to having a diverse investment portfolio.
Super Greenies are luxury consumers, the study by New York City-based Scarborough Research found. They are top spenders in all retail categories–from everyday items such as clothing to specialty goods like fine jewelry and luxury cars. They also invest regularly in major household purchases, such as high-end televisions, cameras, and mattresses.
“Today’s environmentalists have traded sandals and hemp for cashmere and a Lexus,” said Deirdre McFarland, vice president of marketing for Scarborough Research. “As the American economy continues to try to find its footing, luxury marketers–or, really, any marketer who wants to capture the American high-spending population–could benefit from green-focused marketing, promotions and products.”
The Northwest U.S. is most likely to be home to uber-green residents, according to the study, with San Francisco being the top city for Super Greenies. Seventeen percent of San Francisco adults engage in 10 or more eco-friendly activities on a regular basis. Seattle (13%) and Portland, Ore. and San Diego (11% each) round out the top markets for Super Greenies.
The study is available for download here.
Jennifer Goodman is Senior Editor for EcoHome.
