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• Potential Green: This segment neither thinks nor behaves along particularly <br />environmentally conscious lines. However, 71 percent of them express concern over the <br />future of our environment. Over the past three years, the number of Potential Greens <br />has decreased by more than 14 million, yet this is the largest of the four segments. This <br />consumer group consists of 71 million adults and represents 36 percent of the total adult <br />population. <br />The Potential Greens segment is also the youngest GreenAwareTM group. They are still <br />into self-discovery. Always on the go, they multitask, are busy with life and like to be up- <br />to-date. They are tech -savvy and always looking for the next upgrade. This is a perfect <br />group for marketers to "show the way" to become Green. <br />Segment Snapshot: <br />• Mainly young, diverse adults <br />• Education ranges from high school through some college <br />• Below -average incomes <br />• Typically single or divorced <br />• Likely to rent <br />• Shopping behavior - up-to-date with the latest electronic products <br />How to Reach Them: Get your message to Potential Greens via traditional advertising, <br />such as direct mail, periodicals, radio and transit. <br />12 <br />GROW WITH US. 1-888-2BUXTON buxton@buxtonco.com I www.buxtonco.com <br />Buxton9 <br />