Que Hora Es? Time to Market Green Products to Hispanics

GreenBiz logo2 Suzanne Shelton writes about the Hispanic green consumer. According to their research, Hispanics are more likely to search for green products than Caucasians or African Americans, more likely to believe global warming is occurring/caused by people, more likely to take personal responsibility and individual actions, and more. Shelton recommends making the Hispanic audience a priority in green marketing initiatives.



Posted Mar. 26, 2010

By Suzanne Shelton, GreenBiz

If you’ve followed much of Shelton
Group
’s work, you know that we often say there is no such thing as
The Green Consumer. There are many green consumers — the person who
buys greener food products may look completely different than the
person buying green cleaning products, as might the person buying
greener skin care products.

That said, we’ve also said if we had to generalize the overarching
greenest leaning consumer is what we call a True Believer, and they
skew upper-middle income, educated, liberal, Boomer female. In short,
your typical latte-sipping, Friend of Hillary.

Not any more.

In this year’s
Eco Pulse (available April 9)
, we see that men are exhibiting more
green tendencies and Hispanics are engaged more strongly than ever.
They’ve always scored high on green attitudes and behaviors, but we’re
seeing them become an even more important and attractive target.

For example, Hispanic respondents were…

  • Significantly more likely to be searching for greener products
    than Caucasians or African Americans (75 percent, compared to 61
    percent and percent, respectively).
  • Significantly more likely to agree global warming is occurring
    and caused by human activity than Caucasians (58 percent versus 45
    percent).
  • Significantly more likely to say they felt “very personally
    responsible” to change their daily habits and purchases to positively
    impact the environment than Caucasian respondents (25 percent versus 13
    percent).
  • Significantly more likely to say they’d had conversations with
    their kids on conservation or environmental topic (65 percent versus 49
    percent overall).

We know that a sense of personal responsibility is key to translating
attitudes into actions. We also know that families who talk about
environmental issues exhibit a higher rate of actual behaviors. Thus,
the data above tells us this an audience to be courted, right alongside
the Friends of Hillary.

Our advice?  Make Hispanics a priority in your green marketing plans.

Suzanne C. Shelton is founder, president and CEO of Shelton Group, an advertising
agency focused exclusively on motivating mainstream consumers to make
sustainable choices. The original version of her post and the
accompanying image were published on the Shelton Group blog
and are reprinted with permission.

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