What's Happening
We're pretty sure you've heard: The sustainability movement is making waves. Call it environmentalism, eco-consciousness, going "green," whatever. The Earth-friendly phenomenon has exploded onto marketers' radars as green — or at least green awareness — has taken up residence in American consumers' day-to-day lives. Now, as the sustainability movement rapidly evolves, each generation is taking a different attitude toward green, with the values driving eco behavior varying greatly depending on if you're a high school senior or a senior 60 years out of school. Let's take a look at the values that drive each gen when it comes to green consumerism.
Millennials: The youngest generation takes an entitled view of green consumption — and that definitely isn't a bad thing. While other generations take Earth-first trade-offs in stride, Millennials continue to want it all. The generation believes that eco-consciousness is important, but they don't think they should have to sacrifice savvy or performance in order to score their green. And for Millennials, at least in the areas of fashion, home and food, a green sheen is often a prerequisite for something to be deemed stylish. Indie retailer nau, for instance, doesn't just offer cool clothes — its all-around low-impact, responsible positioning also gives off an aura of must-have cool.
Gen Xers: For Xers, now at a lifestage where time is at a premium because of personal, family, career and home concerns, only extra-practical eco-friendly options will fit into their frenetic lives. To-the-point Get RealSM messages and Ready, Set, Go!SM conveniences deliver the kind of greenvenience this no-nonsense consumer requires. A carbon-neutral computer from the U.K.'s PC World, for example, offers Xers a practical way to lessen their personal impact while still honoring their get-it-done phase of life.
Boomers: Although some dyed-in-the-wool Boomers have been green since the first Earth Day in 1970, it was largely in the '70s and '80s that eco-friendliness became politicized — making it tougher for larger numbers of Boomers to jump on board. Sustainability has since morphed and is now less political, allowing an expanded and diversified group of Boomers to take up the Earth-friendly cause. For baby boomers, green goods have always had a premium cast, so unlike Millennials, these consumers are willing to pay for goods that are good for the planet. (And sometimes they even want to!) From Earth-friendly 360 Vodka to an uptick in compact fluorescent lightbulb sales, for this cohort, extra dough for extra-green goods is a worthy indulgence for the conscience — and a savvy, necessary choice for long-term planetary health.
Matures: Informed greatly by lifestage, Matures' attitudes toward eco-consciousness tend toward the conservationist. For many Matures, curtailing consumption makes sense from both a personal (and, too often, financial) point of view and a planetary one. While most Matures aren't out leading the green charge, there are some senior activists still embracing the value of legacy and getting the green word out. GreenGranny.org and GreenSeniors.org offer examples of such senior activists, in addition to offering more hints about the flavor of green seniors. Despite sustainability not being a core cultural concern for the majority of their lives, Matures have a uniquely personal green motive: Legacy trumps other values as they push to shape the world for their kids and grandkids.
WHAT THIS MEANS TO BUSINESS
Consumers' reasons for embracing eco-friendly behaviors range from the personal to the planetary, with each gen's sweet spot of consumer values differing. The takeaway for corporations employing sustainability-related marketing? Though there are similarities among green believers, today's green consumer has a number of faces, so aiming one eco-message at every generation at once won't work. Additionally, within each demographic there are a wide range of green shades, from the heavy greens (super-committed) to the light greens (hewing to green loosely).
The sustainability space is morphing so fast that in some business sectors green fatigue is setting in among consumers. While the overall green push isn't going to flame out any time soon, consumers in green-heavy spaces like home and garden, fashion and media are increasingly wary of overhyped promises or other signs of corporate greenwashing. While consumer green fatigue doesn't mean people are ditching eco, it does mean companies have to be exacting about making sure they deliver on the Earth-friendly promises they make.
Companies truly committed to sustainability may find themselves taking up ever greener practices in order to stay ahead of the pack — or at least ahead of their competitors' green claims.
While it's important to stay aware of generational differences, some green values do cut across generations. Keying in on convenience and authenticity isn't likely to alienate any of the generations. So if sustainability is, or could be, part of your business, at a minimum you'll need to walk the green walk — and do it quickly.
SEEN AND HEARD
We talked to a couple of college-age Millennials who are amped to set up their own green household when they hit campus and get out from under parental eyes. In addition to all-natural cleaning supplies, the co-eds were excited to find ReadyMade-friendly ways to reuse furniture and other household items. What were they especially pumped about? Curb shopping! For these Millennials, eco-consciousness is a mix of style, fun, discovery and experimentation.
Source: Iconoculture, 8/28/07
Customers waiting in the store for their prescription refills can now enjoy a refill of their favorite beverage. More than 100 Walgreens are launching Café W, a self-service counter offering fountain drinks and snacks (SmartBrief.com 8.2.07).