Green Options

I was just reading about a report on the psychographics of Hispanic teens, one of the fastest growing demographic segments—projected to reach 62% of the entire teen market in 10 years. Among other things, they are described as extroverted, outspoken, wired, and defined by culture. The top three media consumed by Hispanic youth are 1) the Internet, 2) TV and 3) radio.

In light of the barrage of data on the decline of direct mail, I’ve done a lot of writing these days in the defense of print. But the psychographics of your customer or prospect base (such as Hispanic teens) may well determine which medium (or media) you use. That could mean greening your marketing program at the same time.

I’m never a fan of reducing your use of print simply for the sake of greening. After all, electronic media have their own carbon footprints, too. They are just hidden in energy use, disposal of used electronic equipment, and so on. Comparing the carbon footprints of the two can be very complicated.

A recent article in Business Green discusses several ways of classifying the green consumer and the issues related to reaching them. Though demographics, the tried and true way of sorting out consumers into groups by income, age, education, etc. works well in some categories, it’s not as helpful in segmenting green consumers.

Enter Psychographics, often used by niche marketers, it can be an effective tool for eco entrepreneurs.

• Demographics looks at characteristics of people that include age, income, education, occupation, household size, home ownership and home value, among other factors.
• Psychographics delves deeper into people’s lifestyles and behaviors, including their interests and values.

While segments of green consumers vary according to the source you use (check out this hilarious post that outlines some of them) I’ll use the Natural Marketing Institute’s labels for LOHAS ( lifestyles of health and sustainability) consumers.

• LOHAS — very progressive on environment and society, looking for ways to do more; not too concerned about price (16%).
• Naturalites — primarily concerned about personal health and wellness, and use many natural products; would like to do more to protect the environment (25%).
• Conventionals — practical, like to see the results of what they do; interested in green products that make sense (e.g., save money) in the long run (23%).
• Drifters — not too concerned about environment, figuring we’ve got time to fix environmental problems; don’t necessarily buy a lot of green products, though may like to “be seen” in Whole Foods to enhance their image (23%).
• Unconcerned — have other priorities, not really sure what green products are available, and probably wouldn’t be interested anyway; they buy products strictly on price, value, quality, and convenience (14%).