Why Should My Company Care About Being “Green”?

Joe Bates, Vice President, Rockbridge Associates

The race to be “green” is heating up as never before. It is impossible to watch television or read the news headlines without seeing something related to green products and marketing. In their annual National Technology Readiness Survey, Rockbridge conducted a “green” segmentation uncovering segments that are demographically unique and targetable.

The race to be “green” is heating up as never before. While the green “movement” has been around in one form or another for more than a century (think back to 1916 when the National Parks Service was established), the rising chorus of green initiatives, legislation, and marketing is at a fever pitch.  It is impossible to watch television or read the news headlines without seeing something related to green products and marketing.  From cars to light bulbs, green is pervading our society.

It is against this backdrop that Rockbridge Associates conducted its most recent annual National Technology Readiness Survey.  In this survey, Rockbridge conducted a “green” segmentation uncovering segments that are demographically unique and targetable.  Among the findings of this study are the following:

• 10% of Americans are Green Tech Leaders – these consumers represent a nexus between environmentalists and early adopters of technology.  In fact, this study reveals that environmentalists and technology advocates are NOT mutually exclusive people.  These Leaders not only care about the environment, they also tell everyone they know why they should care too.


• 18% of Americans are Green Tech Followers – while this segment of consumers is as dedicated to the environment as their Leader brothers and sisters, the Followers are not standing on their soapbox preaching to masses.  They leave that for the Leaders to do.

To anyone who would like to dismiss the current state of the green movement as a fad that comes and goes, the Green Tech segments are proof the movement is here for the long haul.  And any company that wishes to capitalize on this market segment needs to pay attention to what this group of consumers has to say.

Joe Bates is Vice President at Rockbridge Associates. For more information on the 2007 National Technology Readiness Survey and the Green Tech segmentation contact him at 703.757.5213 ext. 14 or jbates@rockresearch.com.

[Sep 18, 2009]