Older consumers more likely to use environmentally friendly products

U.S. Consumers over the age of 55 are the heaviest users of products that are environmentally friendly, according to research by ICOM Information and Communications. Women between the ages of 55 and 59 represent the age cell most likely to consume environmentally friendly products, followed by Men age 65 to 69. A review of the report was offered in a recent edition of Marketing VOX.

Another marketing publication, Media Post Marketing Daily, quoted Peter Meyers, ICOM's marketing VP, as suggesting that the reason older consumers might be more inclined to purchase “green” products “…is that they are spending more time in the store, looking at packaging and reading product claims. They know what they're buying."

So what happened to the idea that environmentalism was a youth movement? One possible explanation, Meyers says, is that, “Gen Y is simply becoming more cynical, and is more likely to not believe a marketer's claims.” He adds, “Of those who don't buy green, 50% say it's because these products are too expensive, while 17%--giving the next most common reason--say "I do not believe that they are that much better for the environment."

Implications: Are you catering to an older population that has the time to concern themselves with your Green offereings? Can you substantiate HOW your products, services, or company are good for the environment (or are you just issuing shallow claims that Gen Ys, among others, see right through)? In this economy, has price overtaken the planet, in terms of purchasing priorities?

Mike Anderson