Marketers Need to Reach "Greenfluencers"
The Shelton Group's "Eco Pulse" study polled consumers nationwide to identify products, services or certifications that were required in order to have a green home. Nearly half were unable to name one feature of a green home, while small portions cited examples like solar power, CFL light bulbs or home recycling.
The Porter Novelli study, which polled 12,000 adults in the U.S, found that a small but influential group of the population is making their voices heard in the growing green movement. Based on this report, about 4% of the population are "greenfluencers," meaning environmentally educated, politically active and socially connected individuals who are driving trends and shaping what green products make it into homes. This group are people friends ask for advice and are almost three times as likelly as the general population to read and participate in blog discussions; also 41% are inclined to write to their political reps. Consequently, this group is on the forefront when it comes to reaching out to newly green consumers.
If marketers do not reach greenfluencers who have the ability to engage a significant chunk of the population, their messages may be for naught, continues the report.
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