As Earth Day approaches, it’s the perfect opportunity for marketers to explore innovative ways to engage with eco-conscious customers. With a strong and growing interest in sustainable business practices worldwide, green audiences are becoming increasingly influential. In addition to being good for the planet, engaging these customers is great for any brand or organization striving to become more eco-friendly and socially responsible. By taking advantage of this timely event and using appropriate tools, you can create personalized campaigns that will both promote your brand and increase customer loyalty.
Eco-conscious audiences
In this blog post, we’ll cover three eco-conscious audiences to target this Earth Day:
- Solar energy
- GreenAwareTM
- Electric vehicles
Solar energy
Our first eco-conscious audience is Solar energy. Consumers in this audience show an inclination toward harnessing the power of the sun as a clean, renewable energy source. Our audience data can provide valuable insights into the Solar energy consumer base, including their age, education level, occupation, household income, and communication preferences. Let’s explore these metrics to better understand how to reach this group effectively.
Age and living situation
Consumers in our Solar energy audience are more likely to live in a home with two or more adults and are between the ages of 45-74.
Education level and occupation
Consumers in our Solar energy audience are more likely to have graduated from college or graduate school and work in management-level occupations.
Household income
Consumers in our Solar energy audience have household incomes of more than $75,000 and their homes are valued at over $550,000.
Preferred engagement channels
Consumers in our Solar energy audience are most receptive to ads served through digital channels like digital newspapers and email.
Solar energy audience pairings
Consumers in our Solar energy audience also belong to three of our Mosaic® USA groups:
- Power Elite
- Flourishing Families
- Booming with Confidence
Our consumer segmentation portal of 126 million households and 650 lifestyle and interest attributes empowers marketers like you to precisely target your ideal audience and communicate with them on a personal level. Mosaic’s data segments the U.S. into 19 overarching groups and 71 underlying types, giving you the insights needed to anticipate the behavior, attitudes, and preferences of your most profitable customers and communicate with them on their preferred channels, with messaging that resonates.
GreenAware
Our second eco-conscious audience is GreenAware.
GreenAware segments the 126 million U.S. households within Consumer View into four distinct groups. Each group differs in their attitudes and behaviors toward purchasing products that are environmentally safe and working with companies that are eco-conscious. We created these groups using an enhanced application of traditional statistical clustering techniques based on environmentally relevant measurements in Simmons’ National Consumer Study.
Based on the distinctive mindset of consumers toward the environment, you can learn how environmental concerns fit into their lives through four major consumer segments:
- Eco-Friendly Enthusiasts
- Sustainable Spectators
- Passive Greenies
- Eco Critics
Let’s dive deeper into each group to understand their unique perspective on the environment and how this impacts their attitudes and behaviors.
Eco-Friendly Enthusiasts
This eco-conscious segment prioritizes a green lifestyle and takes pride in avoiding products that harm the planet. With traditional and liberal values, they embrace optimism and prioritize family. With their children out of the house, they take the time for some well-deserved rejuvenation and are committed to a healthy lifestyle. Some members of this group are transitioning into retirement and welcoming a new chapter in their life.
- Mature adults and retirees
- College graduate or more
- Above average income
- May be married or single
- Typically own their homes
Sustainable Spectators
This segment aspires to be more sustainable, but they struggle with translating their green ideas into action. They have a soft spot for a cozy home. While their love for interior design and taking care of their own space is evident, they’re always looking for new experiences and opportunities to learn. Staying healthy and active is a top priority for this group, so it’s no surprise that they’re always looking for ways to stay fit and feel their best.
- Established and mid-life adults
- College graduate or more
- High income
- Typically married
- Likely to own their homes
Passive Greenies
This is the largest and one of the most youthful groups. Known for their love of exploration and self-discovery, they may not have fully embraced eco-conscious behaviors yet, but they are eager to stay current with the latest technology and trends. With their incredible ability to multitask, they’re always on-the-go, and constantly seek the next best thing.
- Mainly young adults and diverse
- Education ranges from high school through some college
- Below average income
- More likely to be single or divorced
- Typically rent
Eco Critics
This group is not likely to be eco-conscious and may have negative attitudes about the environment. They are confident, driven, and focused on their personal growth. They crave instant gratification, seeking out quick and easy solutions to their everyday decisions. They place a high value on entertainment, their social life, and carefully curate their image.
- Young and established adults
- Education ranges from high school through post-graduate studies
- High income
- Married or single
- Typically own their homes
Let’s take a look at how the GreenAware segments stack up against each other in terms of age, household income, education level, and media preference. How do they compare? Let’s find out.
Age
Consumers in the Eco-Friendly Enthusiasts segment are the oldest of the four GreenAware segments – about half of the consumers are 65 or older. Eco Critics are the youngest segment, with over half of consumers in this group between ages 25-44.
Household income
Sustainable Spectators and Eco Critics are the wealthiest GreenAware segments. The average household income of consumers in these segments is above $100,000. Passive Greenies have the lowest household income, with a majority below $50,000.
Education level and occupation
Passive Greenies are more likely to work Blue Collar jobs and have the lowest level of education. As the wealthiest segments, Sustainable Spectators and Eco Critics have the highest levels of college degrees and work in management, business, and financial operations. Eco-Friendly Enthusiasts are the most likely to be retired and out of the workforce.
Preferred engagement channels
Streaming TV is the preferred engagement channel for all GreenAware segments.
Eco-Friendly Enthusiasts prefer digital channels like digital newspapers, mobile SMS, and email. They also engage with traditional channels like direct mail and newspaper.
Passive Greenies have a high preference for digital display, mobile SMS, digital video, broadcast cable TV, and radio.
Eco Critics have a high preference for digital channels like digital newspapers, mobile SMS, and digital display.
Sustainable Spectators strongly prefer digital newspapers. They don’t show as strong of a preference for mobile SMS and digital display as Eco Critics and Passive Greenies.
GreenAware audience pairings
Six of our Mosaic groups have at least one GreenAware segment with 10% or more of the population. For more precise targeting, below are suggested Mosaic audiences you can pair with each GreenAware segment:
| Eco-Friendly Enthusiasts | Sustainable Spectators | Passive Greenies | Eco Critics |
| Booming with Confidence | Power Elite | Singles and Starters | Power Elite |
| Autumn Years | Booming with Confidence | Golden Year Guardians | Suburban Style |
| Golden Year Guardians | Singles and Starters |
Electric vehicles
Our third eco-conscious audience is electric vehicles.
Electric vehicles (EVs) are having a major moment in the automotive industry. This is no surprise given that new EV models are being released and an increasing number of charging stations are popping up around the country. As EVs become more prominent, it’s essential to stay up to date on relevant trends to make informed decisions about what lies ahead.
The demand for electric vehicles (EVs) is on the rise
Consumers are embracing the EV revolution, showing their desire for a cleaner, greener future. Automotive marketers are increasingly looking to reach in-market EV shoppers and current alternative fuel vehicle owners due to the growing availability of electric vehicles, improved infrastructure, and rising popularity. In 2022, EVs charged up the market and accounted for a remarkable 6% of new retail registrations.
While Tesla continues to dominate the EV market, Ford, Chevrolet, and Hyundai are starting to compete, each holding more than 3% of the market share of new retail EV registrations.
Geography
Where are we seeing the most new retail EV registrations? The top designated market areas (DMAs) for new retail EV registrations are mostly located in heavily populated, coastal cities like Los Angeles, CA and New York, NY.
The fastest growing DMAs, however, are in smaller cities like Tucson, AZ and Oklahoma City, OK.
Generational demographics
Gen X and Millennials make up the largest percentage of new retail EV buyers at 37.5% and 34.4%. Gen Z and the Silent generation represent the smallest shares at 5% and 2.1%. Boomers hover between Gen X and Millennials’ share and account for 20.6% of new EV retail purchases.
EV audience pairings
Our top five Mosaic groups for new EV buyers include:
- American Royalty
- Cosmopolitan Achievers
- Philanthropic Sophisticates
- Couples with Clout
- Fast Track Couples
How to target consumers in-market for electric vehicles
We offer 70+ audiences that are focused on likely buyers and owners of EV and plug-in hybrid (PHEV) vehicles. We also offer a subset of 28 audiences focused on individual EV/PHEV vehicle models.
Below is how you can find a few of these audiences on-the-shelf of most trusted advertising platforms:
- Autos, Cars, and Trucks > In Market-Fuel Type > Electric
- Autos, Cars, and Trucks > In Market-Fuel Type > Used Electric
- Autos, Cars, and Trucks > In-Market Make and Models > Tesla
- Autos, Cars, and Trucks > In-Market Make and Models > Chevrolet Bolt EV
We can help you reach eco-conscious consumers
Earth Day is a great opportunity to get creative with your marketing efforts with our three eco-conscious audiences: Solar energy, GreenAware, and electric vehicles. To find out how you can add eco-conscious audiences to your marketing plan, contact us.
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In our Ask the Expert Series, we interview leaders from our partner organizations who are helping lead their brands to new heights in AdTech. Today’s interview is with Ben Smith, VP of Product, Data Products at Infillion. Adapting to signal loss What does the Experian–Infillion integration mean for advertisers looking to reach audiences as signals fade? As cookies and mobile identifiers disappear, brands need a new way to find and reach their audiences. The Experian integration strengthens Infillion’s XGraph, a cookieless, interoperable identity graph that supports all major ID frameworks, unifying people and households across devices with privacy compliance, by providing a stronger identity foundation with household- and person-level data. This allows us to connect the dots deterministically and compliantly across devices and channels, including connected TV (CTV). The result is better match rates on your first-party data, more scalable reach in cookieless environments, and more effective frequency management across every screen. Connecting audiences across channels How does Experian’s Digital Graph strengthen Infillion’s ability to deliver addressable media across channels like CTV and mobile? Experian strengthens the household spine of XGraph, which means we can accurately connect CTV impressions to the people and devices in that home – then extend those connections to mobile and web. This lets us plan, activate, and measure campaigns at the right level: household for CTV, and person or device for mobile and web. The outcome is smarter reach, less waste from over-frequency, and campaigns that truly work together across channels. The value of earned attention Infillion has long championed “guaranteed attention” in advertising. How does that philosophy translate into measurable outcomes for brands? Our engagement formats, such as TrueX, are based on a simple principle: attention should be earned, not forced. Viewers choose to engage with the ad and complete an action, which means every impression represents real, voluntary attention rather than passive exposure. Because of that, we consistently see stronger completion rates, deeper engagement, and clearer downstream results – like lower acquisition costs, improved on-site behavior, and measurable brand lift. To take that a step further, we measure attention through UpLift, our real-time brand lift tool. UpLift helps quantify how exposure to a campaign influences awareness, consideration, or purchase intent, providing a more complete picture of how earned attention translates into business impact. Creative innovation and location insights Beyond identity resolution, what are some of Infillion’s capabilities, like advanced creative formats or location-based insights, that set you apart in the market? One key area is location intelligence, which combines privacy-safe geospatial insights with location-based targeting through our proprietary geofencing technology. This allows us to build custom, data-driven campaigns that connect media exposure to real-world outcomes – like store visits and dwell time – measured through Arrival, our in-house footfall attribution product. We also build custom audiences using a mix of zero-party survey data, first-party location-based segments, and bespoke audience builds aligned to each advertiser’s specific strategy. Then there’s creative innovation, which is a major differentiator for us. Our high-impact formats go beyond static display, such as interactive video units that let viewers explore products through hotspots or carousels, rich-media ads that feature polls, quizzes, dynamic distance, or gamified elements, and immersive experiences that encourage active participation rather than passive viewing. These creative formats not only capture attention but also generate deeper engagement and stronger performance for a variety of KPIs. Future ready media strategies How does Infillion’s ID-agnostic approach help brands future-proof their media strategies amid ongoing privacy and tech changes? We don’t put all our eggs in one basket. XGraph securely unifies multiple durable identifiers alongside our proprietary TrueX supply to strengthen CTV household reach. This agnostic design allows us to adapt as platforms, regulations, and browsers evolve – so you can preserve reach and measurement capabilities without getting locked into a single ID or losing coverage when the next signal deprecates. Raising the bar for media accountability Looking ahead, how is Infillion evolving its platform to meet the next wave of challenges in audience engagement and media accountability? From an engagement standpoint, we’re expanding our ability to support the full customer journey, offering ad experiences that move seamlessly from awareness to consideration to conversion. That includes smarter creative that adapts to context, intelligent targeting and retargeting informed by real data, and formats designed to drive measurable outcomes rather than just impressions. When it comes to accountability, we’re ensuring that measurement is both flexible and credible. In addition to our proprietary tools, we partner with leading third-party measurement providers to validate results and give advertisers confidence that their investment is truly performing. Within our DSP, we emphasize full transparency and log-level data access, ensuring advertisers can see exactly what’s happening on every impression. All of this builds toward the next era of agentic media buying – one enabled by our MCP suite and modular, component-based tools. This evolution brings greater accountability and next-generation audience engagement to an increasingly automated, intelligent media landscape. Our goal is to help brands connect more meaningfully with audiences while holding every impression – and every outcome – to a higher standard of transparency and effectiveness. Driving impact across the funnel What is a success story or use cases that demonstrate the impact of the Experian–Infillion integration? We recently partnered with a national veterans’ organization to raise awareness of its programs for injured or ill veterans and their families. Using the Experian integration, we combined persistent household- and person-level identifiers with cross-device activation to reach veteran and donor audiences more precisely across CTV, display, and rich media. The campaign achieved standout results – industry-leading engagement rates, a 99% video completion rate, and measurable lifts in both brand awareness (3.6 % increase) and donation consideration (13.7% lift). It’s a clear example of how stronger identity and smarter activation can drive meaningful outcomes across the full funnel. Contact us Identity resolution FAQs Why is identity resolution critical for CTV and cross-channel campaigns? Identity resolution ensures accurate connections between devices, households, and individuals. Experian's Offline Identity Resolution and Digital Graph strengthen these connections for improved targeting and consistent measurement across CTV, mobile, and web. What strategies help address the loss of cookies and mobile IDs? Solutions like Experian's Digital Graph enable brands to connect first-party data to household and person-level identifiers, ensuring scalable reach and compliant audience targeting legacy signals fade. How can engagement translate into measurable results? Focusing on earned attention (where audiences actively choose to engage) leads to stronger completion rates, improves on-site behavior, and drives measurable increases in brand awareness and consideration. What makes cross-channel targeting more effective? By linking CTV impressions to households and extending those connections to mobile and web, Experian's identity solutions ensure campaigns work together seamlessly, reducing over-frequency and improving overall reach. About our expert Ben Smith VP Product, Data Products, Infillion Ben Smith leads Infillion’s Data Products organization, delivering identity, audience, and measurement solutions across the platform. Previously, he was CEO and co-founder of Fysical, a location intelligence startup acquired by Infillion in 2019. About Infillion Infillion is the first fully composable advertising platform, built to solve the challenges of complexity, fragmentation, and opacity in the digital media ecosystem. With MediaMath at its core, Infillion’s modular approach enables advertisers to seamlessly integrate or independently deploy key components—including demand, data, creative, and supply. This flexibility allows brands, agencies, commerce and retail media networks, and resellers to create tailored, high-performance solutions without the constraints of traditional, all-or-nothing legacy systems. Latest posts
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