I just came across an interesting study performed by AMP Agency, which found that green behavior and perspectives are less of a fad and more of a general movement. Of the 3,200 people surveyed, 19 percent of respondents were defined as influential or “Green Evangelists”. This means after these people learn a particular company or product is eco-friendly, they are very likely to recommend the company or product to colleagues, family, and friends. According to AMP Agency’s survey, these influential people tend to be in the 18 – 30 year old range, without 57 percent being female.
What is fascinating about this study is that industry standards usually find that 10 percent of a sample is considered influential. This particular study found nearly double that for the eco-friendly movement, indicating an extremely strong market penetration.
For a company, getting such “Green Evangelists” on their side is not only important, but it can offer huge returns to their bottom lines. As one can imagine, this particular group of people, especially those in the 18 – 30 year old range, can have strong influence in online social networks, offline social networks, and also amongst peers. In addition, if a company is able to capture such a demographic, the company can potentially have a customer for life! How’s that for a return on your green investment?
Of course, the flipside is that if these “Green Evangelists” find our your company and / or products are simply full of hot air, their influential effects can be just as devastating. It’s time to go green so you can add some green to your bottom line.
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