The New York-based consumer lifestyle market research firm defines the Super Green sector as adults who engage in more than 10 environment-friendly activities regularly, such as recycling, using rechargeable batteries or re-using grocery store bags.
The Super Green accounts for five percent of the entire U.S. adult population, and are mostly found in the northwest portion of the country.
San Francisco, the most sustainable city in the world according to a study commissioned by Siemens Corporation, has the most number of "Super Greenies." At least 17 percent of San Francisco adults engage in 10 or more eco-friendly activities on a regular basis.
Seattle has 13 percent of its adult population as Super Greenies, while Portland (Oregon) and San Diego each have 11 percent.
Money power
The Super Green population is notable for their financial power. At least 76 percent of them are more likely than the average adult to have an annual household income of $150,000, or greater. They are more likely to own homes valued at above $500,000 or own second homes.
The study says this sector is more likely to outpace the rest of the U.S. population when it comes to having a diverse investment portfolio.
"Todays environmentalists have traded sandals and hemp for cashmere and a Lexus," said Deirdre McFarland, vice president of marketing at Scarborough Research.
As to their spending habits, the Super Green sector are more likely than the average adult to spend upwards of $500 yearly on products like cosmetics, clothing, and fine jewelry. They are 49 percent more likely to buy a luxury vehicle in the coming year, and 77 percent more likely to spend upwards of $45 thousand on new car purchases in the household.
The study also found out that most Super Greens are from the "generation X," followed closely by Baby Boomers. At least half of the Super Green population does volunteer work, while more than a third is into low-carbon activities like biking and hiking.
They are also more likely to be growing their own produce, as more than two-thirds (68 percent) of their sector are into gardening.
On voting patterns, almost half (42 percent) of the Super Greens are Democrats, while an additional 20 percent declare themselves as independents with Democrat-leanings. Republicans and independents with Republican leanings account for a combined 16 percent, or less than one fifth of the sector.
To target the Super Greens, Scarborough Research advises marketers to go online, since most Super Greenies are regular internet users who depend on the web for news and information on weather, addresses, and telephone numbers.
"As the American economy continues to try to find its footing, luxury marketers - or, really, any marketer who wants to capture the American high spending population - could benefit from green-focused marketing, promotions and products," Ms. McFarland explained.
Scarborough Research's data source for the study is Scarborough USA+ Release 2 2010, a national study of consumer habits.
source: APEC-VC Korea
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