Who's Really Driving The Green Product Boom?

Unless you've been living under a plastic rock surrounded by ethanol fumes, it's clear that green products are growing like the proverbial (free range) weed.  Several young Hollywood mothers, such as Josie Maran and Jenny McCarthy are launching eco-friendly make-up (Maran) and non-toxic surroundings for kids (McCarthy) and groups such as EcoMoms and Teens for Safe Cosmetics are gaining media attention for their efforts to use social networks to promote more responsible choices. It may surprise you to note however, that none of these groups include members of the demographic which actually accounts for the leading users of green products today. 

According to a recent survey by ICOM Information & Communications, women 55-59 are more than twice as likely than the average consumer to use green products.  Surely Gen X or Y women came in second, right? Actually, men 65-69 years old took that spot, 1.7 times as likely to use green products than the average American. These are your core influencers and early adopters.  Does your green marketing outreach include them?