A recently published report reveals that a small but influential group of consumers - almost four percent of total customers - are influencing the buying trends and CSR practices in the U.S. The study involved the interviews of around 12,000 adults by Porter Novelli. Novelli states:

Unlike their counterparts in earlier environmental movements, Greenfluencers are not third-party experts or full-time advocates with a laser-like focus on advancing a specific agenda. Rather, this new highly influential group, which amounts to roughly four percent of the U.S. population, is young, racially diverse and outspoken on a variety of social and political issues.

Novelli gauged the level of greenness among the respondents on a specially designed scale called the Green Gauge. He later identified them as under

Four levels of greenness were identified during the research. Just 16 percent of the population are “Non-Green” and do none of these activities; almost half qualify as “Light Green,” doing between one and four of the activities; more than a quarter (27%) quality as “Medium Green,” doing five or six of them; and just 7 percent do all seven activities and qualify as “Dark Green.”

The full report can be found here.

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