Search »

Hard Core Green Teens Have WOM Power

According to a new report from Jupiter Research, 38 percent of teens are concerned about the environment, including 15 percent that describe themselves as hard core greens, Marketing Green reports (via Environmental Leader).

These hard core teens are more likely to be “opinion leaders with their friends and family” and “first [in the] know about new products.” Most interesting, hard core green teens are 30 percent+ more likely to make a purchase (either online of offline) in response to advertising than the average online teen.

In another post, Marketing Green points out that JWT’s March 2007 survey indicated a much higher response by online teens: “more than 80 percent of American teenagers are concerned about the environment and the role of the United States that is causing pollution.”

The wide difference in results could be the result of questions that were leading or unclear to respondents in either survey.