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Report #7: Green Awareness Report <br />How to Use This Report: <br />This report can be used as a directional gauge regarding a population's reception of a city service <br />like an enhanced recycling program. A business could also use this data to effectively target a <br />marketing program and improve the quality of its mix of goods and services as it caters to the <br />various "Green Segments." <br />Contents: <br />The Green Awareness Report contains summary statistics on the percent makeup of both residents <br />and workers within a given trade area as defined by four "Green Segments." Benchmarks for the <br />U.S., region, and state are included. <br />The four "Green Segments" are explained below: <br />• Behavioral Green: This segment comprises approximately 62 million Americans who <br />think and act "Green," hold negative attitudes toward products that pollute, incorporate <br />Green practices regularly and include Green as one of their purchasing criteria. A portion <br />of purchases typically go toward environmental causes, and they are likely to buy from <br />eco-friendly companies. <br />Behavioral Greens tend to be optimistic and have traditional values. They are concerned <br />about their own health while balancing career and personal interests. Family is important <br />to them, but their children are out of the house so they focus on relaxing and maintaining <br />healthy lifestyles. Some Behavioral Greens are entering retirement and enjoying a new <br />chapter in life. <br />Segment Snapshot: <br />• Mature adults and retirees <br />• College graduates or higher degrees <br />• Above -average incomes <br />• Typically own their homes <br />• Liberal <br />• Shopping behavior - brand loyalists, knowledgeable consumers and approval seekers <br />How to Reach Them: This group tends to be more receptive to traditional advertising <br />than any of the other GreenAwareTM segments. Behavioral Greens maintain that they <br />remember ads when shopping, that advertising can help them learn about available <br />products and that they expect advertising to be interesting. <br />10 <br />GROW WITH US. 1-888-2BUXTON buxton@buxtonco.com I www.buxtonco.com <br />Buxton� <br />