US boomers are actively seeking environmentally friendly brands
Socially conscious attitudes are a driving force for how baby boomers shop and the brands they choose to buy according to the second boomer quarterly report from the American Association of Retired Persons (AARP) Services Inc and Focalyst.
The report – “It’s Good to Be Green: Socially Conscious Shopping Behaviors Among Boomers” – examines how eco-friendly messages are resonating with older consumers.
Seventy percent say that they feel a responsibility to make the world a better place. According to the survey results 40-million boomers use their purchasing power to buy environmentally safe brands. Referred to as ‘green boomers’, this large segment is often more demanding of quality in the products and services they buy, more attuned to advertising and exhibit higher brand loyalty than other boomers.
“This study confirms that boomers are taking a critical look at products to find brands that resonate with their growing commitment to an eco-friendly lifestyle,” said Larry Renfro, president and chief executive officer of AARP Services Inc. “Companies across industries have recognised this trend and are driving home messages of concern and conservation.”
The tendency to buy environmentally safe brands correlates directly with age, with mature consumers even more likely to be “green.”.
“Green boomers” are more attuned to advertising, both positively and negatively. They pay attention to ads for products they plan to buy, but are more critical and therefore are more likely to believe there is not much truth in advertising. They also wish that advertising included more real product information to help make decisions.
The decisiveness of “green boomers” is apparent in their tendency to be more brand loyal than other boomers across all product categories, particularly among packaged-goods. They not only exhibit higher brand loyalty, but they also stick with a brand they like (88% vs. 78%).
