Instead of pushing us to keep up with the Joneses, marketers wants us to keep up with the Greens. But green living doesn't require an 150K salary.
The “Super Greenies” are an annoying bunch. To begin with, they exhibit saint-like dedication to the green catechism. They bring cloth bags to the grocery store to carry home their locally grown, organic food and eco-friendly cleaning products; when they must drive, they make sure to take their hybrid vehicles; they use rechargeable batteries in the electronic products that they later recycle; they donate time and money to environmental causes. And on top of that, they are more educated and make more money than most Americans: more than $150,000 each year.
But, according to Scarborough Research, a company that provides consumer insights to media and marketing companies, Super Greenies also indulge in behaviors that are decidedly not environmentally friendly. They’re 60 percent more likely than the average American to own a second home. They’re 85 percent more likely to have spent more than $500 in one year on fine jewelry. Apparently they really like photography, and are more likely than others to buy cameras, as well as TVs, perfumes, skin care products, men’s clothing, and a host of other items.