Leading the Green Economy of Tomorrow

All Youth Required

Green Youth Arts & Media Center in Oakland, CA

December 22nd, 2010 - Green consumerism is an essential building block in the development of a green economy. Green consumers aren’t easily defined by their age, income or ethnicity. However, on average, green consumers tend to be older, have a higher income, are more educated, and are more willing to spend on green products. But, transitioning to a true green economy will require a larger market for green goods. It seems clear that the U.S. market is not quite there yet.

Given the current state of the economy, it should not be surprising that a recent survey by Image Green Brands found that 79% of Americans are more concerned about the economy than the environment. In general, 82% of Americans believe that green products cost more; so good value is emphasized along with their continued desire to go green. In order to expand the market for green goods and services and create the sort of economy-wide demand needed to drive the transition towards a sustainable economy, green businesses will need to find a way to offer their consumers a better value without compromising the green economy and falling into the trap of green “washing“. Thus, green consumerism is essential for reaching a green economy of scale, but a wider net must be cast for it to succeed in the long-term. {continued}