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Consumer Research


Green marketing appeals to teens

Green marketing appeals to teens

Appreciation for the environment is alive and well among online teens age 13 - 17.

Outlined in a new report "Green Teens: Reaching A Trendy, Engaged Audience Online," some 38 per cent of all online teens admit concern for the environment, while 15 per cent are hardcore Green Teens.

Because Green Teens are popular, influential, and engaged with online media and communications, this group represents a prime target for marketers as they are more likely to respond positively to online marketing, the report said.

Although the media-related behaviour of green teens mimics that of teens in general, they are a little more active online and are regular users of online media and entertainment sites, and they're more active online communicators as well.

Vice President and Senior Analyst at JupiterResearch, David Card, said, "Green Teens are leaders among their peers - but more importantly, they are opinion leaders.

"This group likes to be the first to learn about something new; they have the potential to become a powerful tool in the online marketing arsenal."

As a result of online advertising, 29 per cent of green teens report having made a purchase in a traditional store during the past 12 months and 19 per cent have made a purchase online.

This compares favourably with online teens overall, of which 22 per cent have made an in-store purchase and 13 percent online as a result of online marketing efforts.

President of JupiterResearch, David Schatsky, added, "Green teens are another reason marketers need to tune into consumer attitudes about the environment.

"Jupiter is helping to guide leading marketers to take advantage of this exciting phenomenon."
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