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It's Good to Be Green: Socially Conscious Shopping Behaviors Among Boomers

Socially conscious attitudes are a driving force for how boomers shop and the brands they choose to buy. Released by AARP Services Inc. and Focalyst, this executive summary of a recent report finds that 40-million boomers use their purchasing power to buy environmentally safe brands. Referred to as "Green Boomers," this large segment is often more demanding of quality in the products and services they buy, more attuned to advertising, both positively and negatively, and exhibit higher brand loyalty than other boomers.

According to this survey of over 30,000 boomers (born between 1946-1964) and Matures (born before 1946), Green Boomers tend to support local retailers, buy from companies that give back to their communities and choose locally produced products. These behaviors, the study finds, are even more prevalent among Matures, and appear to directly correlate with increasing age. These correlations may forecast that social and environmental consciousness will increasingly shape the purchasing behaviors of boomer shoppers.

Key findings include:

  • Almost three-quarters (70%) of boomers say that they feel a sense of responsibility to make the world a better place.
  • Good customer service is nearly twice as important among Green Boomers as it is to other boomers (70% vs. 45%).
  • When it comes to advertising, Green Boomers are seeking authenticity and relevance, as well as real information about products.
  • While at least 50 percent of boomers at every income level are likely to buy brands that are environmentally safe, those at the lowest income level ($0-$50K) are most inclined to do so (57%).
  • Green Boomers are consuming more media, particularly print, and exhibit higher brand loyalty across all categories of products, with almost nine in ten (88%) saying they will stick with a brand they like.

For more information or to obtain the full study, contact Jackie Bartolotta, Focalyst, at 212-548-7254. (4 pages)

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