• by Janis Gaudelli , June 25, 2009

To say that teens are leading the green movement is not only untrue but unrealistic as well. Even though they and their Millennial siblings are known to be the most environmentally educated generation, they're not assertively taking action on their knowledge. When it comes to brand involvement in green issues, however, they have a nuanced view.

To uncover the truth behind this generation's eco-enthusiasm and involvement in the green movement, Generate Insight surveyed teens between the ages of 13 and 17. Our findings show that there's a lot to be done before it can truly be said that this generation is at the forefront of the green movement, but there are ways that brands can take action both now and down the road.

Sixty-nine percent expressed genuine interest in the environment, but also admitted to a lack of personal involvement in green-related activities. It became evident this group of youngsters understood the "why" but were unsure of the "how."

Teens are one of the most highly educated demographics when it comes to the green movement. Eco-awareness is bred online. This generation obtains most of its information from the Web. For brands targeting this demographic, there are seemingly limitless opportunities for engagement on an interactive, organic level in real time.

Indeed, 76% noted the importance of brands being involved in the green movement. This generation of consumers likes to see brands being more responsible and giving back some of their time and earnings to a cause.

But an interesting question arises out of the pockets of this generation: All things being equal, are teens willing to spend more money on a brand that supports an environmental cause? We posed that question to our Insight community members. Teens would choose the less expensive, non-green brand. Their elder siblings, those between 18 and 29, on the other hand, would be willing to pay more for a product if they knew some of their investment was going towards an environmental cause.

This is important information for brands to absorb. If brands want to attract and help younger consumers become more eco-conscious, they need to be mindful of price points. Teens are savvy shoppers and have leaner budgets these days, so "environmentally-conscious" brands/products are not necessarily going to drive purchase -- the price-point will.

Beyond price, brands have room to improve how they build awareness of their environmental contributions. Asked to recall specific brands which actively support the green movement, 60% of teens could not identify a single one.

Getting the word out to younger consumers and getting them involved in ecological/environmental efforts will build eco-awareness and consumer loyalty. Brands that were recognized as environmentally friendly included, in order of preference, Greenworks (by Clorox, but "Greenworks" was mentioned more frequently as an independent brand), Seventh Generation, Toyota, Whole Foods, Kashi, Pepsi, Honda, Method and Coke.

How can brands capitalize on these findings?

1. Eco-engage consumers by advising them on how to take action in their environment. Knowing this generation is driven by instant gratification, create contests that get them involved and competing towards making their earth a greener place to live (for example: The Green Effect contest by SunChips & National Geographic)
   
   
2. Add to your green branding efforts easy, obtainable and realistic ways to make a difference. (Examples: If every family in the United States recycled their newspaper, 500,000 trees could be saved from being cut down).
   
   
3. Teens obtain their green intelligence in the classroom. Brands can adopt a school and convert it into an eco-educational environment and/or sponsor green field-trips.
   
   
4. Teens live online. Brands need to designate a section of their websites to environmental efforts (tips, events, games, collaborations, news on the brands eco-conscious efforts, etc.).

• Get involved with branded eco-apps on Facebook (Garnier created an app featuring daily beauty and eco-friendly tips to add to your profile, plus beauty vids and contests).
  
  
• Eco-informative i-Phone apps are a great way to educate and build excitement in going green ("Green Living Guide" - Fox Mobile Distribution's guide to all things green. Have tips sent to you about simple, eco-friendly actions that make a difference, like switching off your phone's energy-intensive vibrate mode.)

Teens are well educated, motivated and aware of all things green -- and 67% are eager to get more involved and make a difference in the environment. Brands now have an incredible opportunity to build and support the transition of this demographic from merely knowing the "why" to understanding and living the "how."

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