The Toronto-based firm ICOM Information and Communications focuses on studying the purchasing habits of consumers in the United States.  ICOM found that Americans older than 50 are the most likely to buy green eco-friendly products, such as solar-powered cell phone chargers and related items.  Why is this?

There are several factors in play that lead to the surprising results for the over-50 group.  First, they are less cynical about the value of green eco-friendly products.  Second, and maybe more importantly, people over-50 are less price sensitive.  In short, these wise, middle-aged people understand the value of paying a bit more for a product that will have less impact on the environment.  And, they believe advertising alleging the benefits of green eco-friendly products.

Sorry, but this group isn't buying it!

ICOM’s survey shows that women are at both ends of the spectrum.  Women over-50 are the most likely to buy green eco-friendly products (75% of the people in this group would do so).  On the other hand, women ages 18-20 are the least likely to buy such products (19%). 

Companies that make solar panels and solar powered items should recognize these facts when marketing their products.  Among other things, ICOM stressed that such companies should emphasize value and discounts, the “feel good” result of using green eco-friendly products, and support the validity of environmental claims.

Being as I am just about to enter the 40 and above crowd, I believe that my peers are likely to buy solar panels and other green eco-friendly products.  As for the younger, “hipper group,” maybe they just don’t know how cool it is to go green!

What do you think about the results of ICOM’s survey?  Age aside, are you in the camp of green eco-friendly products, or otherwise?