Thursday, September 6, 2012

A recent story in Retailing Today talked about how young adults spending is impacted by "Green behavior."

Here are some stats:

* Among the research findings, 26% of adults said that environmental issues are either "extremely" or "very" important to them when deciding which products or services to purchase, a number that has remained consistent across gender, geography, education and income.

* The results remain little changed over the years: 27% of U.S. adults said environmental issues were extremely/very important to their purchasing decisions in 2010 and 26% said the same in 2009.

* The story is quite different, however, among the youngest of U.S. adults. Nearly a third (31%) of 18-24-year-olds claim to take environmental issues into consideration when making purchases, a number which has steadily risen from 24% in 2010 and 22% in 2009.

* Americans also continue to show a preference for products and services that are "green," with 79% seeking out green products, slightly up from 78% in 2010 and 76% in 2009.

* 31% of U.S. adults say they are willing to pay extra for a green product, up from 28% in 2010, and back to the 32% who said the same in 2009.

* Again, however, 18-24-year-old U.S. adults show a striking change: 35% say they are willing to pay extra for a green product, a sharp rise from 27% in 2010 and 25% in 2009

* Do you have prospects that embrace a "green profile?" And, does your station deliver that younger audience? Read and heed!