Green Options

I present some preliminary demographic data from survey research I conducted with successful ecopreneurs during the research leading to the publication of my book, Build a Green Small Business: Profitable Ways to Become an Ecopreneur (McGraw-Hill).

While twentysomethings may be the cheerleaders of the green movement, a new report from i-com reveals that the ranks of actual users of green products are grey haired and wrinkled.

Both male and female groups 55 years and over reported above average usage of environmentally friendly home goods. Leading the way was the 55-59 year-old female demographic, who was more than twice as likely as the average consumer to use green products. Males 65-69 years old were second, more than 1.7 times as likely to use than the average American.

I don’t find this terribly surprising for a number of reasons including what the survey found out: 50% of non-adopters cited high prices as the main factor behind their decision not to purchase green products. As is well know, the bulk of this country’s wealth is concentrated in the baby boomer generation. If you were lucky enough to be born in the first half of the boom (and now find yourself wondering why your kids have such trouble getting ahead in a vastly different economic landscape than the 60s and 70s) then you know what I mean.