Based on the current Marketing, you might think that the 'green' movement is a new discovery by today's youth. No surprise, since successful marketing often uses youth culture to push their products. In fact, the 25-34 age group is least likely to buy 'green'.
If we take a moment to consider green products and brands, it is not remarkable to find that the 55+ demographic uses the most green products. Retail Daily reports women in the 55-59 age group as the leaders in 'green' purchasing based on a survey by ICOM Information & Communication. This group is twice as likely as the average American to purchase 'green'.
Consider this, the 55+ demographic were youth in the 60's. Much like today, environmental issues were at the for front of the political scene. In the turbulent times of hippies and free-love the early seeds of the 'green' movement were planted. Many people developed a 'green' ideology during the 60's, but the products were often expensive, hard to find or poorly made. While a certain group have always lead a 'green' lifestyle, others strayed from the pack and joined the mainstream.
As this demographic became financially secure and upwardly mobile, many were able to repurpose 'green' into their lifestyles. Enter Patagonia, the granddaddy of all 'green' brands. Patagonia certainly markets to this mid-life demographic. The product price points and experiential lifestyle that they support are only attainable by people with the disposable income to participate. Patagonia's consistent dedication to the environment also makes this demographic 'feel good' about what they are buying and their contribution to society. This demographic is likely in the Esteem or Self-Actualization stage of Maslow's Hierarchy of Needs so this 'feel good' quality is important in satisfying them.
Considering the higher cost of 'green' products with the rekindling of youthful exuberance and the 'feel good' factor, it makes perfect sense that the survey found the 55+ demographic as the greenest of them all.
Till next week--Restore, Refresh, Recycle, Renew
Subscribe to:
Post Comments (Atom)
14 comments:
I am not surprised that the most “green” generation is really our parents age. I know that my mom has at least twenty of those recycled grocery bags. She feels thrilled when she gets back from shopping and people are actually giving her 15 cents to use it. I think that part of it is she is excited to be a part of a “movement.” If I was to quickly choose a green generation I would have probably picked a much younger generation but I do understand why that is not the case. Younger people want things fast and don’t have a lot of money. Although technology is a good and bad thing it is something that rules youth. If there is a green Ipod of recycled plastic and the new Itouch, I am sure that technology wins over all. This goes for even the older generations. But I think where the older generations win is that they can afford to buy the new hybrids and all of the cleaning products. We as younger people don’t really buy cars and many cleaning products. And when I do buy things from the grocery store I am on a budget and want the cheapest thing that will do the job. I don’t even think about green products to be honest. Unless it is something I am buying and know it is already a green product, it normally does not cross my mind. I think as young children are getting older they are now being raised to think green where as when I was younger I just new to plant a tree and recycle. But now everything from kids notebooks to their playgrounds are made from recycled items. They are a very different generation because if it.
I had never thought about the green movement starting before a few years ago. I had never seen, or taken going green seriously until recently, but I’m glad that people have been aware of this so they can provide information to the noobs. I have since then been trying to make a conscious effort to live a more green lifestyle. While trying to buy more environmentally friendly products, I can now see why older people are participating in due to the higher costs of products. I still try to buy them when I can but in the mean time, I am taking steps to improve my carbon footprint. My parents on the other hand, are trying very hard to change their way of life now that they can better afford new products and technology. I like Adrienne was not brought up to think green. We learned about recycling in school but besides that I grew up living a rather non-green lifestyle.
I have never really thought about which generation is "greenest of them all," but I guess I would have thought it was the older generation for the point you stated--they have the money. My whole family drives Hybrid cars, we own 4, but I was not responsible for buying the car, my parents were. While my parents are not yet 55 years old, they are still among that generation. I think that my age range is not as green-savvy because we either don't have the time, or don't bother to think about it when we do. I know that if I had the option between a pair of Edun jeans or a pair of true religions, I would just choose the pair that fit the best, not one that was better for the environment. However, the older generation, may be more inclined to be flexible on the fit to buy the "green" pair. My dad went to a website to determine your carbon footprint and found that he is way beyond what he could be using. So, he bought a Prius. I, on the other hand, didn't know that there even was such a site! I think that the reason his generation is more "green" is because they are more aware, they have been around and are trying to make an improvement now that they have been in the world for some time, and they are ready to finally be part of a movement.
I have never really thought about which generation is "greenest of them all," but I guess I would have thought it was the older generation for the point you stated--they have the money. My whole family drives Hybrid cars, we own 4, but I was not responsible for buying the car, my parents were. While my parents are not yet 55 years old, they are still among that generation. I think that my age range is not as green-savvy because we either don't have the time, or don't bother to think about it when we do. I know that if I had the option between a pair of Edun jeans or a pair of true religions, I would just choose the pair that fit the best, not one that was better for the environment. However, the older generation, may be more inclined to be flexible on the fit to buy the "green" pair. My dad went to a website to determine your carbon footprint and found that he is way beyond what he could be using. So, he bought a Prius. I, on the other hand, didn't know that there even was such a site! I think that the reason his generation is more "green" is because they are more aware, they have been around and are trying to make an improvement now that they have been in the world for some time, and they are ready to finally be part of a movement.
September 30, 2008 12:50 PM
it doesn't surprise me to see that the "greenest" generation would be the baby boomer generation. Even though many young people are knowledgeable on green products and lifestyles, it just simply does not fit into their lifestyle at the moment. Most of us are on a budget and whatever products we need we try and find the best deal for them. And we we do end up doing something "green" its usually once in a while or in a smaller way than those of older generations. Simply because its easier for them to do. They have more time and money to spend on ways to live greener. Also coming from an age where maybe one of the first green movements was made, the idea has probably been with them for a longer time and now that its more available then it was before they are excited to do their part. I think that many younger people would do more green things if they could, but overall its simply not as easy or reasonable for them to do so at the moment.
Since you've mentioned it, it does make sense that the 55+ age group is the most likely to buy green due to their probable involvement in the same issues during the sixties. When my grandmother was still alive she use the recyclable bags and shopped green for the most part even before it became a trend.I never thought anything of it. I just figured that's what older people do. For me, as Adrienne said, I'm a college student and have pretty much no spending money. I tend to not really think about purchasing "green" products, other than food, most often because they are more expensive. My parents don't really participate in buying "green" but from seeing my grandmother (and since I'm not the one with the money) I encourage my mom to buy "green" house cleaning products, food, and even clothing.
Its unfortunate that the reason most generations don't participate in the "green" movement is because of money and not being able to afford it. If it was available to purchase at a much affordable price then I'm sure people my age would be all over it. Because it is a little more pricy, it still will not appeal to us because we could get something else that looks similar and is more affordable. It may be different when it comes to food and shopping at a more eco-friendly store like Whole Foods or Trader Joes, but does not normally apply to clothes.
Recently I visited Patagonia in Boston and was really excited to check it out because I had never been to their store before, and had learned about it in many classes. When I walked inside I realized I may never purchase anything from there because I am not very athletic. If I wanted to buy something for a one time event then I probably would not buy something expensive that I would only wear once. I'm glad I got to check it out though.
After reading that our parents’ generation is two times more likely to purchase green products and participate in the “green movement”, I was not too surprised. I agree that this generation is most likely changing their lifestyle for the “feel good factor”. Older generations feel as though it’s their duty and they ought to help the environment. I agree that they are also probably willing to pay a higher price for the benefit and personal gratification. Any older generations are probably to stuck in their ways and traditions to really change their lifestyles now. Generations under the age of 20 are probably learning the negative effects we’re having on the environment earlier on, so they may be more likely to purchase green when they are on their own.
For a younger generation like mine, I think there are those who really passionate and educated about living an eco-friendly life, while I feel that a majority are just following the trend. Going green has become the “in” thing and many people are jumping in for that reason, whether good or bad. I know that I have bought green products here and there because I feel better purchasing them if the choices are similar to a non-green product that I would have purchased. Although I care about the environment and am more educated about what effects our lifestyles are having, I still am not willing to pay the inflated price for a majority of my purchases. I do however, make a conscious effort to recycle since it is something easy and cheap I can do. I think over time I will be more likely to purchase green products once I am in the workforce and making money. Hopefully this green movement is here to stay and is not just another trend like some of the 1960’s concerns, but as time and technology proceeds I am sure that green products will become even more affordable and accessible. If so, ten years from now my generation and many others will probably lead eco-friendly lifestyles that carry into our kids’ generation.
I was actually quite shocked by the Retail Daily article. I did not expect the Green demographic to be mostly 55+ generation. I was very much under the assumption that this was a youth/trendy movement. I think our generation has gotten so caught up in the gimmick of being "green". We love the earth tone clothes and the hemp bags on our shoulders. I feel as though a lot of our generation buys into this trend right now. It's less about the actual "carbon imprint" of the product, and more about looking like you give a damn, to be blunt. The 60's era was a different mentality than we hold today, and it makes sense that the baby boomers who lived during that time would take such a huge initiative in the Green movement. I think the stereotype to be green is too look green, have that eco-look. Women and men in their 60's are much less about trend than they were during the hippie movement. I think this is some of the reason this article was so shocking to me. At 60 years old people are less likely to buy into trends, however they are active in the green movement, because it probably really means something to them. I can't really think of one time I saw a 59 year old woman walking around decked out in Go Green wear. To that generation, I feel that its probably much more personal than that. I can't speak for everyone my age, I'm sure there's plenty of kids out there who really feel strongly about the subject, and its not about image, but personally I know I'm not buying a green product because I think it really made a difference to our environment.
I think some of the most important things to glean from this discussion are that "Going Green" goes far beyond a current trends and that living an eco-friendly lifestyle is often financially out of reach for many demographic groups.
After glancing over the Patagonia website the price of the products was my main focus. Although expensive for the basic gear they carry it did not seem to be any more expensive then their "less green" competition The North Face. It actually appeared to be less expensive. This was just something that peaked my interest; I feel that green companies that do offer a quality product will in time have the most success in our generation, it may just take a few more years. As for now it certainly does not shock me to read that the 55+ generation is "the most green."
I completely agree that money tends to limit our generation’s ability to buy into environmentally friendly products. However, there is a misconception that the only way to live a “green” lifestyle is to buy these “green” products. In fact, the best possible method to reducing your carbon footprint is simply to stop consuming. After I did my research over the summer I was completely disgusted with the concept of shopping. It was something that I previously thought of as a treat but now overwhelmed me with guilt. After taking a break from the project I have refreshed my mindset and am able to think about the issue at a more rational level. There are alternatives to purchasing the typical “green” products. After reading a little about “radical chic” of the 60s and 70s I have been inspired to shop in second hand clothing. I know it takes a little more effort to find products that you actually are willing to purchase but the reduced prices are definitely a plus (I purchased a completely fine floral skirt and yellow cardigan recently for under $5.00). Shopping second hand is an excellent way to recycle and therefore reduce the amount of clothing that ends up in landfill waste. There are some items that I am still reluctant to purchase like jeans because fit is difficult to find but for the impulsive shopper it is perfect-environmentally friendly and cheap. Besides, the whole alternative lifestyle developed by retailers like Urban Outfitters tend to develop inspiration from the eclectic nature of radical chic. Shopping second hand is not just buying into this lifestyle like so many of our peers do, but genuinely living it.
While my parents are not in this age group, (my dad turned 70 a week ago today), I still get why that generation would be most likely to "go green". First off, being green, organic, and eco-friendly are all pretty expensive lifestyles. This generation can afford it, where as the young professionals are probably saving money for large investments, like cars and houses. My family doesn't really do much in the way of being green. We have 3 SUVS, none of which are hybrid, but we recycle paper, plastic and glass. Yet when we go grocery shopping we always ask for paper bags inside plastic bags because they are sturdier, and we don't really reuse the bags afterwards. I wouldn't say we are wasteful, but none of us grew up being as conscious as people are now. I'm sure as younger generations grow older, they will learn about ways to "be green" and will pass it on to the next generation, but if the generation before you wasn't environmentally conscious, it is hard to change habits and become so.
While I do feel that the above 55 age group to be the "greenest" of all generations by the many points presented by the previous posts, I feel that it is my generation that is taking the "green" movement to another level through new "green" innovations. The youth of today are pushing the demand for something new, so why not it be environmentally friendly? For example, a friend of my brother's received a state grant to start up his surfboard company. His company develops innovative surfboard designs and construction while using sustainable materials. While this discussion proves being "green" isn't necessarily a trend. I feel that the recent emphasis on being green has forced my generation to take on stand and decide on what kind of consumer the will be, and in effect encouraging them to develop their own ideas.
Post a Comment