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.
Latest posts
NEW YORK, May 4, 2016 /PRNewswire/ – Tapad, the leader in cross-device marketing technology and now a part of Experian, has been honored with two iMedia ASPY Awards. Announced on May 3rd at the iMedia Summit in Lost Pines, TX, Tapad's 2016 ASPY Awards include "Best Customer Service" and "Best Mobile Partner." In 2015, Tapad's proprietary technology, Tapad Device Graph™, was named "Best New Media Innovation" and Tapad employee Chris Martin was awarded the "Rising Star Award." The iMedia ASPY Awards – determined exclusively by agency votes – recognize the industry's top marketing technology, media companies and publishers for outstanding service to agencies. The award for "Best Customer Service" recognizes Tapad's client services team and their dedication to helping agencies fully understand their consumers' behavior and achieve the best cross-screen campaign ROI through Tapad's Campaign Pulse and TV Pulse analytics reporting. The "Best Mobile Partner" win recognizes the abilities of the Tapad Device Graph™ to deliver unified cross-screen solutions for the company's partners. "We are privileged to have a talented and dynamic group of people on our client services team, and we are honored to be recognized by iMedia Connection and our agency partners," said Tapad Founder and CEO, Are Traasdahl. "We have always strived to provide the best solutions and the best customer support, so it's extremely gratifying to be rewarded for our efforts. If our clients and partners are happy, we are happy." For more information on the iMedia ASPY Awards please visit: http://aspyawards.com. Read the full press release here. Contact us today!
This article is an excerpt from Experian Marketing Services’ 2016 Digital Marketer Report. Download the full report to discover more insights and trends for the upcoming year! Support your mobile app with other mobile marketing initiatives Marketers are fascinated by mobile, and for good reason. It’s increasingly the device of choice for consumers. SMS and MMS messages, push notifications and the app inbox all offer marketers the ability to communicate directly with customers in a way that is immediate and friendly. Yet there seems to be an interest gap between developing mobile apps and building other mobile initiatives. In this year’s Digital Marketer Survey, 53 percent of respondents indicated that they plan to integrate a mobile app into their mobile marketing program in 2016, compared with only 40 percent for other mobile programs like SMS or MMS. Without a doubt, well-designed apps can be incredibly useful for building the brand relationship. Good apps focus on improving the customers’ experience by making their lives easier – by tailoring the content to their personal experience or lessening the number of steps it takes for them to perform an action. In service-based industries, apps can alleviate the need for in-store or in-branch services, helping companies become more lean and efficient. For example, consumer bank apps have redesigned the experience of depositing a check or transferring money between accounts, allowing them to cater to their customers’ needs faster and more efficiently than ever possible through a physical teller. That said, mobile apps are also time- and resource-intensive to develop, especially if they are well designed. Other mobile initiatives, like SMS and MMS text messaging programs or mobile wallet, require less investment to create and maintain. Additionally, imagine if every marketer who shared a plan to build an app actually followed through. That would mean a lot of competition for customers’ limited phone space. This is why I find the interest gap fascinating. Mobile apps are useful, but they should be part of a cohesive mobile strategy, supported with other mobile programs like SMS and MMS messaging that are less costly and can serve as an effective alternative for communicating with customers who have push notifications disabled, are inactive users, don’t have compatible phones or simply haven’t downloaded your app. Business needs can dictate mobile marketing strategy This concept is especially important for brands that use the mobile space to communicate service-related or operational messages, such as shipping and delivery notifications, fraud alerts or travel delay notices that require immediacy. These kinds of messages are time-sensitive and valuable. Customers who don’t have your app will benefit from their receipt if you offer it to them via another channel. Of course, it’s important to remember that not every business fits usage of SMS and MMS or app programs. Consider the needs and preferences of your unique customers to determine the need to develop a mobile program. After all, mobile experiences that are not well thought through may be more damaging than beneficial. According to a Google study of smartphone users, 66 percent of consumers will take negative action if a mobile site or app doesn’t satisfy their needs, such as being less likely to return to the site or app (40 percent) or purchase products from the company in the future (28 percent). Ultimately, if you’re investing in a mobile app experience, don’t forget about the power of a complimentary text message strategy. Mobile app marketing and text messages can go hand in hand. Develop an SMS experience that proves the value of your brand in the mobile space. Once you do, your customers and prospects will be more likely to believe in the value of your full app experience.
Cross-screen marketing tech firm, Tapad, drove unified campaign; partnered with Statiq to measure cross-screen impact on in-store visits LONDON, March 8, 2016 /PRNewswire/ — Carat North completed the UK's most comprehensive digital campaign with Tapad, the leader in cross-device marketing technology and now a part of Experian. Coupled with location-based audience data from Statiq, this marks the first time a UK-company has measured the impact of unified, cross-screen campaign on in-store visits. Carat North served display and video ads to grocery shoppers for the leading retailer ASDA from August through October. During the campaign, Tapad utilized Statiq's audience data to measure which users visited a store after being exposed* to the campaign's ad on multiple devices. The digital campaign demonstrated a lift of 59% for in-store visits when users were exposed to ads on three devices over people who were shown an ad only on onescreen. Those who engaged with the ad were also 411% more likely to visit an ASDA store. Of those who were exposed to an ad, 248% were more likely to visit a store. Impressions served to mobile devices saw the highest success rate with an in-store visit lift of 67%. The campaign leveraged Tapad's proprietary technology, The Device Graph™, which Nielsen confirmed Tapad's cross device accuracy to be 91.2%, to serve ads sequentially on connected devices belonging to the same user. CARAT NORTH: "The ability to know which devices belong to our customer, coupled with the ability to deliver the right ad, and right message, wherever they are and on whatever device they're using, has been something this industry has long needed," said Steve Thornton, Digital Account Manager, Carat North. "We're impressed with the results that have come from the work with Tapad and Statiq for this media-first, and look forward to continuing to offer these solutions to clients like ASDA. Matching unified cross-device capabilities with real insights on campaign performance is an invaluable advantage in the marketing world." TAPAD: "This campaign is a perfect example of the capabilities of cross-device advertising," said Are Traasdahl, Founder and CEO, Tapad. "In addition to reaching users across devices, we're able to analyze campaign results and determine how different combinations of ad exposure, creative type or view frequency affected their decision to visit a location." STATIQ: "As a location data specialist, Tapad is our ideal partner – they are an industry leader and by working with them we are able to determine the impact unified messaging has on real world consumer behaviours," said Dean Cussell, Co-Founder of Statiq. "We believe this type of analysis will significantly aid brands in optimising future ad spend." About Carat North Carat North is a leading independent media planning & buying specialist in digital and non-traditional media solutions. Owned by global media group Dentsu Aegis Network, the Carat network is more than 6,700 people in 130 countries worldwide across 170 cities. Carat defined the sector when established as the world's first media independent in 1968 and is now Europe's largest media network, a position held for more than 15 years. For more information visit www.carat.co.uk About Tapad Tapad Inc. is a marketing technology firm renowned for its breakthrough, unified, cross-device solutions. With 91.2% data accuracy confirmed by Nielsen, the company offers the largest in-market opportunity for marketers and technologies to address the ever-evolving reality of media consumption on smartphones, tablets, home computers and smart TVs. Deployed by agency trading desks, publishers and numerous Fortune 500 brands, Tapad provides an accurate, unified approach to connecting with consumers across screens. In 2015, Tapad began aggressively licensing its identity management solution, the Tapad Device Graph™, and swiftly became the established gold-standard throughout the ad tech ecosystem. Tapad is based in New York and has offices in Atlanta, Boston, Chicago, Dallas, Detroit,Frankfurt, London, Los Angeles, Miami, Minneapolis, San Francisco and Toronto. TechCrunch called the powerhouse Tapad team "a hell of a list of entrepreneurs who created some of the most valuable online advertising companies of the last decade." Among Tapad's numerous awards: EY Entrepreneur of The Year (East Coast) 2014, among Forbes' Most Promising Companies two year's running, Deloitte's Technology Fast 500, Crain's Fast 50, Entrepreneur 360, Digiday Signal Award, iMedia ASPY Award, and a MarCom Gold Award. Read the full release here. *Tapad utilized Statiq's audience data to measure which users visited a store during, or within one month of, being exposed to the campaign's ad on multiple devices. Contact us today!