Second50Years Marketing Blog

A new study looked at “green” actions of Americans and came up with some generational differences.

Three-quarters of those surveyed believe they are doing their part to help the environment. But while some frankly didn’t know what to do, of the “matures” (age 63 and up), only 19% fell into this category.

However, the matures were the least familiar with the term, “environmental sustainability,” with only three in 10 having heard it used before. Furthermore, of those matures who said they aren’t making lifestyles changes, 49% said that they did not believe those changes would make any difference. This number compared with 29% of the “refrainers” in all the other age groups. So while, older adults “know” what to do, and most do it, the ones who don’t seem to be more jaded than their younger counterparts.

Take aways: Watch your language when talking about environmental issues with older adults. Be sure to use terms they will be familiar with. Also, spending money to convert the most balky of these consumers is probably a waste. They don’t believe that lifestyle changes will make any difference anyway.

Source: BrandWeek.com