Super green adults enjoy a bit of luxury

| by Teena Hammond
Super green adults enjoy a bit of luxury

Many do not equate the environmentally focused activities of composting, recycling and using rechargeable batteries as primary activities of high income families. But a new report from Scarborough Research shows the "Super Green" — those consumers who engage in the highest amount of environmentally-friendly activities as measured by Scarborough — are top earners with a taste for luxury.

These Super Green adults are defined as such because they engage in 10 or more green activities, such as recycling, using rechargeable batteries, being willing to pay more for eco-friendly products and services, using energy efficient light bulbs and using less water at home.

This population accounts for 5 percent of all U.S. adults and they are 76 percent more likely than the average adult to have an annual household income of $150,000 or more. They are more likely to own homes valued above $500,000, as well as to own second homes, and, additionally, out-pace the U.S. population when it comes to having a diverse investment portfolio.

They are also more likely to go online for media content, and they are 61 percent more likely to have visited a newspaper website for information in the past 30 days.

"Today's environmentalists have traded sandals and hemp for cashmere and a Lexus," said Deirdre McFarland, vice president of marketing for Scarborough Research. "As the American economy continues to try to find its footing, luxury marketers — or, really, any marketer who wants to capture the American high spending population — could benefit from green-focused marketing, promotions and products."

The Northwestern U.S. is most likely to be home to the Super Green population, according to Scarborough. San Francisco is the top city for Super Greenies. Seventeen percent of San Francisco adults engage in 10 or more eco-friendly activities on a regular basis. Seattle (13 percent) and Portland, Ore. and San Diego (both at 11 percent) round out the top markets for Super Greenies.

For more information, see our Going Green at Home Research Center.

Topics: Going Green

Teena Hammond
Teena Hammond has published more than 2,000 articles in People and W magazines, Women's Wear Daily, and in dozens of newspapers and books. She also wrote a home improvement, remodeling and decor column that ran in Gannett newspapers nationwide. She's interested in all things green and would love to hear from you with your story ideas.

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