• by Jack Loechner , Staff Writer @mp_research, August 16, 2011

According to a new report from Scarborough Research, The Super Green population, which accounts for 5% of all U.S. adults, are 76% more likely than the average adult to have an annual household income of $150K or greater. They are more likely to own homes valued above $500K, as well as to own second homes, and, additionally, out-pace the U.S. population when it comes to having a diverse investment portfolio.

Many do not equate the environmentally focused activities of composting, recycling and using rechargeable batteries as primary activities of the high-income American jet set, says Scarborough, but those consumers who engage in the highest amount of environmentally-friendly are top earners with a taste for luxury.

The Super Green are far more likely than the average adult to spend upwards of $500 annually on products such as cosmetics, clothing for men, women and children in the family, and fine jewelry. They are 49% more likely to plan to buy a new luxury vehicle in the coming year, and 77% more likely to plan to spend upwards of $45K on new car purchases in the household.

Deirdre McFarland, vice president of marketing, Scarborough Research, notes that "... today's environmentalists have traded sandals and hemp for cashmere and a Lexus... any marketer who wants to capture the American high spending population could benefit from green-focused marketing, promotions and products."

Super Greenies are top spenders in all retail categories measured by Scarborough, from everyday items such as clothing to specialty goods like fine jewelry and luxury cars. They also invest in major household purchases, such as high-end televisions, cameras, and mattresses.

Hitting the gym, eating a healthy diet, and spending time outside gardening or hiking are all activities the Super Green person engages in on an average day. While the vast majority drive daily, they are far more likely than other adults to use a bike.

Marketing to the Super Green that is rooted locally via digital platforms could be effective for targeting this group. Many leading Internet uses for Super Greenies are locally oriented:

Checking the weather (69% went online to check the weather during the past month, they are 51% more likely to have done so)

Searching for a business address or telephone number (47%, 89% more likely)

Consuming local news (42%, 60% more likely)

Super Greenies are information seekers via Television Documentaries, Watching National News

The Northwest portion of the U.S. is most likely to be home to the Super Green population, according to the study. San Francisco is the top city for Super Greenies. 17% of San Francisco adults engage in 10 or more eco-friendly activities on a regular basis. Seattle (13%) and Portland, OR and San Diego (11%) round out the top markets for Super Greenies.

More information on the Super Green can be found in a complimentary study issued by Scarborough and available for download here. http://www.scarborough.com/freestudies.php