Experian Simmons

Green in good; being aware is being responsible.  With a projected worth of $500 billion for 2008(1), the green marketplace is growing, as the environmental movement becomes increasingly mainstream.  Recent mass market commercial successes like Al Gore's Oscar-winning An Inconvenient Truth has escalated general population awareness and given a new urgency to calls for increased environmental sustainability.  Corporate America, to varying degrees, has ramped up implementation of a range of both internal initiatives and external market offerings to find the best way to convert this increasingly influential consumer value into positive bottom line impact.

According to Simmons GreenAware, a segmentation system based on environmentally-relevant measurements; over the past two years, the number of Behavioral Greens, consumers with the most environmental attitudes and behaviors, has increased by 7.3-million.  These green consumers now consist of 62.4-million adults and represent 29% of the total adult population.  Behavioral Greens currently outnumber True Browns, the least environmental and most distrustful of green causes, by a ration of nearly 2:1.

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