When it comes to environmentally friendly household products, older consumers are substantially greener than younger demographics according to a great bit of research over at ICOM.

According to the report:

Both male and female groups 55 years and over reported above average usage of environmentally friendly home goods. Leading the way was the 55-59 year-old female demographic, who was more than twice as likely as the average consumer to use green products. Males 65-69 years old were second, more than 1.7 times more likely to use than the average American.

So who are the green laggards? Interestingly 25-34 year olds were among the ‘least likely to use’ environmentally friendly household products. Perhaps this shouldn’t be surprising since for those who don’t buy green 50% reported that high prices were the primary deterrent - and one can generally assume that the younger demographic has less disposable cash.

It is an interesting finding and it points out that contrary to many marketers assumptions, green products and young demographics do not automatically go hand in hand.

Hmmm… do you suppose these demographics would flip if we were selling environmentally friendly beer?

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Tags: green consumers, research findings