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Magazines Archives - 2008 April
US green campaign gains ground
Story 8
AMERICANS are quickly moving
towards greener consumption. Market research company Mintel’s
latest findings revealed that 36% of adults claimed to
“regularly” buy green products, compared
with 12% 16 months ago, while those who “never” purchased green
products have halved in number over the past 16 months. In
August 2006, one in five Americans said they were “never” green
consumers. This segment now forms only 10% of the population.
The survey was conducted online last December on a nationally
representative sample of 3,085 Internet users aged 18 and above.
“We’re seeing the green movement rapidly transition from niche
to mainstream,” said Colleen Ryan, senior analyst at Mintel.
“Major companies have jumped onboard ... and the American
public is increasingly looking at green products as ... everyday
life.”
Ryan attributed the movement’s growth to the youth. In the
survey, 51% of the 18- to 24-year-olds claimed to “regularly”
purchase green products while only 31%-36% of older adults made
the claim. “Tech-savvy young adults have been key in the green
movement’s success,” stated Ryan. “This suggests a bright future
for green products, as young adults will carry their habits and
beliefs with them as they age.”
Mintel expects vibrant growth for the movement, with Americans’
concerns over climate change, energy costs and product safety
creating a need for more environmentally-friendly products and
services.
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