When NMI began conducting research on the eco-marketplace in 2002, sustainability was novel enough that it was only relevant to approximately 20 percent of the population. In the past 15 years, sustainability has mainstreamed, and now over 80 percent of U.S. adults are somehow engaged in sustainability. In fact, mainstream consumers are steadily adopting stronger environmental and sustainable ideals that are affecting not only how they view brands, but how they use their buying dollars to make their beliefs known. Therefore, almost all products and services going forward will need to consider consumer motivations regarding eco-friendliness.
However, it is important to understand that consumer segments in the general population exhibit various shades of “green” based on their levels of environmental and sustainable engagement. By understanding each consumer segment’s orientation, organizations are better equipped to determine how to target the most-optimal segment with the most-relevant communications strategy.