NEW YORK: Only about 4% of the almost 12,000 people surveyed are driving consumer awareness on green trends and the efficacy of companies' environmental claims, according to a recent study by Porter Novelli and Synovate.
The study included a survey of 11,758 US adults from PN's Styles, the agency's proprietary database tracking demographics and psychographics. Of those surveyed, 484 were identified as consciously making decisions based on environmental awareness and actively serving as influencers in a social network.
Dubbed greenfluencers, the population was more educated, had a higher under-35 population, more non-whites, and had a higher income when compared to the general population, the study found.
"These are the individuals that consumers are turning to to help them figure out the real state behind certain products and navigate this complex marketplace," said David Zucker, director of PN's Cause Works.
Overall, the greenfluencers had a mean age of 44.4, compared to the general group's age of 46.1. The sample was 69% white overall, while the influencers are slightly more diverse at 66% white.
"Understanding who these greenfluencers are... is really key to communicat[ing] to a broader audience about green products and brands," Zucker said.
In addition, 42% of greenfluencers possess a college education, compared to 30% of the overall sample, and are more active in the online sphere. They were also more likely to add a comment or read a blog, be involved in online chat or discussions, and create or add to a blog.
"[Greenfluencers are] more likely to be positively influenced by a company's charitable work... reward and punish companies for their behavior, and... advocate their position on a company's actions with their friends," the study found.