In Red and Blue States, Are ‘Green’ Shoppers … Also ‘Green’ Voters?

Centredailycom_jpegOriginally posted Feb. 27, 2008
Centre Daily Times

The colors red and blue always dominate during an election year.
But this year, green is also showing up across the political spectrum
as the presidential candidates look to leverage their positions on
environmental sustainability to win votes.

    Senators Barack Obama, Hillary Clinton, John McCain and former
Arkansas governor Mike Huckabee are making their cases to win Green
voters. From developing plans to increase biofuels production and
create clean energy jobs, to decreasing foreign oil consumption, each
of the candidates have made environmental sustainability a priority in
their campaigns.

    Catalina Marketing, which prints targeted communications at
checkout based on purchase behavior in more than 22,000 stores
nationwide, recently conducted research into the Green shopper and
wondered, "Do Green shoppers translate to Green voters?" Green
shoppers were identified as individuals who made purchases from a list
of products from leading brands promoted as eco-friendly between April
2006 and April 2007. A shopper’s home state was determined by the
location of the store where they do most of their shopping.
   

     Where do Green consumers shop and will their state of residence
have an impact on how they will vote in November? Results determined
that the Democratic (blue) states had a higher than average proportion
of Green shoppers than Republican (red) states. In establishing the
states as red or blue, Catalina looked at the state voting records in
the last three U.S. presidential elections and focused on the states
that remained consistently Democratic or Republican.

    The research did yield a few surprising results. For instance, the
Democratic state of California – often seen as a healthy place to live
– indexed at the average for the number of Green shoppers.
California’s neighbors, Oregon and Washington, both ranked well above
the average.
   

   Of the Republican states, Colorado and Alaska both ranked above
average in their tendency to have Green shoppers, with Alaska beating
out even blue states Oregon and Washington. The top five Green states
most likely to have Green shoppers in order are: Alaska (red),
Washington (blue), Oregon (blue), Colorado (red) and Vermont (blue).
The states least likely to have Green shoppers, in order, are:
Oklahoma (red), Alabama (red), Minnesota (blue), North Dakota (red)
and Wisconsin (blue).

   Not only are candidates seeking to win the Green voter, but major
consumer packaged goods manufacturers and retailers are hoping to win
the Green shopper. From environmentally friendly household cleaning
products to new detergents specifically designed to work in cold water
and use less energy per wash, brands are seeing the value in
environmentally friendly products. Many large retailers have also
launched their own organics and environmentally friendly line of
private label products that meet the demand of Green shoppers.

    The environmental sustainability trend isn’t showing signs of
slowing down and according to Catalina Marketing research on Green
shoppers, green product sales have doubled since 2005, with an 82%
increase in 2007 alone.
   

   Catalina Marketing insights are derived from customer behavioral
research based on their actual purchasing behavior, not surveys.
Catalina has the ability to analyze customer segments and provide
insights to its retailer and manufacturer sponsoring clients, enabling
them to deliver relevant and targeted communications to specific
consumers while preserving their privacy.

 

 About Catalina Marketing Corporation
   

   Based in St. Petersburg, Fla., Catalina Marketing Corporation
(www.catalinamarketing.com) was founded 25 years ago based on the
premise that targeting communications based on actual purchase
behavior would generate more effective consumer response. Today,
Catalina Marketing combines unparalleled insight into consumer
behavior with dynamic consumer access. This combination of insight and
access provides marketers with the ability to execute behavior-based
marketing programs, ensuring that the right consumer receives the
right message at exactly the right time. Catalina Marketing offers an
array of behavior-based promotional messaging, loyalty programs and
direct-to-patient information. Personally identifiable data that may
be collected from the company’s targeted marketing programs, as well
as its research programs, are never sold or provided to any outside
party without the express permission of the consumer.

Catalina Marketing Corporation
Media Contact:
Nicole Andriso, Director, Public Relations

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