Are American families unfriendly to green initiatives?

Acxiom PersonicX® study of U.S. green trends reveals children are significantly less likely to be present in environmentally-friendly households — plus more surprising insights.

In a world with increasing pressure to save our environment — from the winds to the whales— it would only make sense that the American family would be in full support, and they likely are, at least in spirit. After all, they should be setting a good example for our youth, paving the way for a better world for their children to grow up in. However, when analyzing the 70 PersonicX Classic clusters across a myriad of “green” questions, such as:

• Are you willing to pay more or give up convenience for environmentally friendly products?
• Have you participated in environmental groups in the past year?
• Do you drive a vehicle that shows your support of the environment?

A clear trend emerged: no children.

The highest correlations fall into two general groups:

• Those who are younger, still single and looking for something to take care of (“Greenhorns”)
• Those who are more senior, still married or now single, and also looking for something to take care of (“Greener Pastures”)

When compared to the national population, “Greenhorns” are over 60% more likely to purchase automobiles that reflect their support of the environment. And “Greener Pastures” are over 40% more likely to pay more and give up convenience to purchase products that are environmentally safe.

Though this analysis has revealed some of the top ranking clusters for being “green,” the key finding that may serve as another marketing opportunity is that none have children living at home. For improved marketing results the key characteristics of “Greener Pastures” and “Greenhorns” can be leveraged in order to take the right environmental message to them.

But there is also a vast market of those with children, who may be prime for environmental products that do not cost more in terms of time or money. Delivery of those products with that message could result in some green returns.

Follow the link below to read the complete study:

Insightful Consumer Trends from Acxiom: Are American families unfriendly to green initiatives?

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