Greenfluencers

A peer set of small (4%) but powerful group of consumers� or Greenfluencers are driving trends and shaping purchasing decisions in the mass market according to a study of nearly 12000 U.S. adults conducted by Porter Novelli.

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.

Based on seven different types of behaviors and product/service usage patterns such as buying energy efficient appliances and punishing companies with poor environmental records by not buying their products Porter Novelli developed a “Green Gauge” to categorize respondents into four levels of “greenness.”