Brit Liggett

Super Greenies: New Study Uncovers Group of Luxury-Loving, Affluent Environmental Activists

by , 08/08/11

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A new study by Scarborough has revealed that the greenest people in the United States also happen to be high earners with a taste for luxury. The study calls these individuals the “Super Green,” and they are the 5% of the US population that involves themselves in more than 10 green activities (like composting, recycling and owning reusable shopping bags, among other things). The study uncovered the fact that this subset of the population is more likely to own a home worth over $500K, spend more than $500 a year on cosmetics and clothing and is 49% more likely to buy a luxury vehicle this year. They’re also 178% more likely to have hiked or backpacked and most of them live in the great city of San Francisco.

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Today’s environmentalists have traded sandals and hemp for cashmere and a Lexus,” said Deirdre McFarland, vice president of marketing, Scarborough Research. “As the American economy continues to try to find its footing, luxury marketers – or, really, any marketer who wants to capture the American high spending population – could benefit from green-focused marketing, promotions and products.” It turns out that these super green people are also most likely to search for everything they need online. They go to the web to find local businesses, weather and their news.

The study also revealed that the Northwest has the highest concentration of super green individuals with San Francisco clocking in with the largest percentage. A whopping 17% of Golden Gate City adults engage in more than 10 green activities in their everyday lives. Following San Francisco was Seattle, Washington with 13% and Portland, Oregon and San Diego, California with 11%. In addition to being wealthy and environmentally conscious the super green have a higher average level of education, more diversified household investments and are generally members of Generation X.

+ Read the Study

Via Jetson Green

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1 Comment

  1. lazyreader August 8, 2011 at 2:11 pm

    So it only proves that environmental activism is byproduct of people with disposable income and lots of free time on their hands.

    They want windmills for energy, what they don’t want is windmills near Cape Cod even when the thousands of yachts, jet skis and motor boats spill thousands of gallons of oil a year into the Cape.

    Environmental groups have drifted into self-serving cliques with narrow visions and very rigid ideology. At the same time that businesses are embracing public participation and inclusiveness, many environmentalists are showing signs of elitism, left-wingism. The once politically removed, science-based vision of environmentalism has been largely replaced with extremist rhetoric. Science and logic have been abandoned and the movement is often used to promote other causes such as class struggle and anti-corporatism. The public is left trying to figure out what is reasonable and what is not. Environmentalism in the mainstream is largely anti-human. The human species is viewed as a “cancer” on the face of the earth. The extremists perpetuate belief that human activity is negative whereas the rest of nature is good. Anti-technology and anti-science. Eco-extremists dream of returning to some kind of technologically primitive society. Horse-logging is the only kind of forestry they can fully support. No cars only buggies, no planes only trains. Agriculture is systematically small and all large machines are seen as inherently destructive and “unnatural”. Apparently blogging is still acceptable even though computers, PDAs and iPads and the massive data centers that support them are quite enormous and use vast amounts of energy. These weirdos that personify simpler times and worship a nostalgia of living like a peasant (while ignoring historical events such as plagues, famines, oppressive aristocracies and poor farm production and immense unemployment). It’s an anti-trade movement. Eco-extremists are not only opposed to “free trade” but to international trade in general. This is based on the belief that each “bioregion” should be self-sufficient in all its material needs even though container ships are a very efficient means of moving goods. Anti-free enterprise. Despite the fact that communism and state socialism has been a miserable failure throughout much of the world. Anyone engaging in private business, particularly if they are sucessful, is characterized as greedy and lacking in morality even though markets are the best way to enhance wealth and improved personal well being.

    They said that 50,000 species were now becoming extinct each year due to human activity. But of most significance to the subject of forests, WWF claimed that the main cause of species extinction was “commercial logging”, that is, the forest industry. They provided absolutely no evidence for this so-called fact about logging and the media asked no hard questions. Then the newspapers around the world proclaimed the forest industry to be the main destroyer of species. t is widely known that human activity has been responsible for the extinction of many species down through history. These extinctions have been caused by hunting, the conversion of forest and grassland to farming and human settlement, and the introduction of exotic diseases and predators. Today, the main cause of species extinction is deforestation, over 90% of which is caused by agriculture and urban development in poorer regions which can be mitigated by improving trade conditions in those nations.

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