Green concerns are no longer the sole preserve of "owl lovers" and "tree huggers"; they've become thoroughly mainstream. Now ordinary consumers are looking for products that are environmentally responsible. But those who want to do the right thing face a daunting set of choices. There are also confusing, sometimes unfounded, claims of greenness and many complex issues that must be factored into any assessment of a brand's green credentials. Most consumers don't have enough time or motivation to assess brands' greenness thoroughly.
Instead, they tend to pay more attention to friends, relatives and third parties who take an active interest in the environment: Porter Novelli calls them "Greenfluencers." Just as consumers pay attention to what Greenfluencers are saying, so should brands and organizations. To track down and profile Greenfluencers, we tapped into our Porter Novelli Styles database, a sample of 11,758 Americans, and asked a lot of probing questions. We identified a small core of 484 respondents who deliberately factor environmental awareness into their behavior and are influential in an active social network. These are the Greenfluencers.
Porter Novelli's ability to identify and define this critically important group of Greenfluencers allows us to help clients understand and influence the influencers. Beyond the quantitative findings, we can provide access to panels of Greenfluencers for in-depth qualitative research. The opportunity for this kind of direct dialogue offers tremendous value to any marketer hoping to drive interest in green products or services. Click here to receive a copy of our report and find out what we discovered about them.
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