Pitney Bowes Business Insight and Earthsense Uncover the Top Ten Green U.S. States
April 20 2009 - 9:00AM
Business Wire
Pitney Bowes Business Insight, the leading global provider of
location and communication intelligence solutions, and Earthsense,
an applied marketing company, today released demographic insights
into the top ten green U.S. states. The research integrates
information gathered with Pitney Bowes Business Insight
geo-demographic solutions and Earthsense Eco-Insights green survey
results. Highlights of the research include:
America�s Greenest States�According to the Earthsense
Eco-Insights Survey, residents living in the top ten green states
are 9 percent more likely to exhibit green behavior. Their top
eco-behaviors include turning off the lights when they leave a
room, buying products made of recycled materials, recycling cans,
bottles and newspapers regularly, turning down the thermostat and
limiting their use of water in the home. Based on the Earthsense
Eco-Insights Survey, the top ten green U.S. states rank as
follows:
1. Vermont
2. Alaska
3. New Mexico
4. Oregon
5. Massachusetts
6. Wyoming
7. Delaware
8. Minnesota
9. District of Columbia
10. Idaho
Green Residents Leading the Way�The Earthsense
Eco-Insights Survey reveals that older Baby Boomer women (aged
55-64) are often responsible for the most green behavior and
purchasing of green products. In fact, this demographic group is 16
percent more likely to fall into the Earthsense �Green Core,� the
one-third of U.S. consumers who buy 70 percent or more of the green
products purchased, and are more likely than the rest of the
population to act and buy green.
Sneak Peek into the Environmentally Friendly�To
provide greater insight into the lifestyle characteristics of the
Green Core, Pitney Bowes Business Insight used its PSYTE�
neighborhood segmentation system to identify three psychographic
clusters where these consumers dominate.
? Professional Duos�Comprised primarily of high-earning
professional couples and householders with professional degrees,
these residents are found in all major metro areas. People in this
cluster are 45 percent more likely to be part of the Green Core
than the rest of the population. This cluster�s ethnic mix is 75
percent white, non-Hispanic and 25 percent ethnically diverse.
Their mean family income is $116,000 and many are doctors, lawyers
and educators.
? Retirement Horizons�These empty-nest married couples are
college-educated dual earners looking forward to retirement. People
in this cluster are 31 percent more likely to be part of the Green
Core than the rest of the population. More than 90 percent are
white, non-Hispanic with a mean family income of $74,000.
? Old Metro, New Hands�With an age profile under 45, this
cluster is about 35 percent immigrants, primarily Hispanic from
Mexico and Central America. Mean household income is $47,200.
�From day one, we viewed actionability as fundamental for our
research and the Eco-Insights Survey produces extremely relevant
and usable results for clients,� commented Wendy Cobrda and Amy
Hebard, founders of Earthsense. �Appending Pitney Bowes Business
Insight location intelligence solutions to our survey enables us to
locate the green and the not-so-green consumer, providing valuable
information on where they live, what they read, where they shop and
what�s available in their neighborhood.�
�With Earth Day just around the corner, we decided to research
and identify areas of the country that are exhibiting green
behavior and making green purchases,� said Leslie Nogue, product
manager at Pitney Bowes Business Insight. �Integrating our
geo-demographic data with Earthsense Eco-Insights survey data
provides an in-depth look at key consumer and marketing trends.
This insight provides companies in all sectors, including retail,
restaurants, real estate and financial services, with the valuable
information on consumer lifestyle and behavioral characteristics
that they need to make more strategic business decisions.�
About Pitney Bowes Business Insight
Pitney Bowes Business Insight (PBBI), a division of Pitney Bowes
Software Inc., a wholly-owned subsidiary of Pitney Bowes Inc.,
provides a unique combination of location and communication
intelligence software, data and services that enable organizations
to make more informed decisions about customers, competition and
market expansion. Pitney Bowes Software is a wholly-owned
subsidiary of Pitney Bowes Inc. (NYSE � PBI). With the industry�s
most comprehensive set of solutions for maximizing the value of
customer data, PBBI provides the tools required to more effectively
locate, connect and communicate with customers in today�s global
markets. Leading organizations rely on PBBI solutions to increase
the accuracy and effectiveness of customer information delivery and
drive profitable growth. Visit www.pbbusinessinsight.com and
www.pb.com for more information.
About Earthsense
Earthsense is an applied marketing and research company
headquartered in Syracuse, NY, whose mission is to make sense of
our world by providing �must have� consumer knowledge that makes
cause-related product, marketing and strategy efforts more
effective. Earthsense is the creator of Eco-Insights, the largest
study of its kind (30,000 each wave) focusing on consumers and the
environment, to help close the gap between attitudes and behaviors;
it uses location intelligence from PBBI to make the data highly
actionable for marketers who want to reach �green� consumers where
they live.
PSYTE is a registered trademark of Pitney Bowes Software Canada
Inc., a wholly-owned subsidiary of Pitney Bowes Software Inc.
Pitney Bowes and the Corporate logo are registered trademarks of
Pitney Bowes Inc. All other brand names and trademarks are the
property of their respective owners.
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