Acxiom’s PersonicX® Uncovers Green Trends in U.S. Households

April 16, 2008 – In a world with increasing pressure to protect the environment – from the ozone layer to the whales – it would seem reasonable to assume that American families actively support “green” initiatives in their consumer habits.

But while American parents may be there in spirit, when it comes to time and money, going green seems to go out the minimum-heat-gain window.

In its first PersonicX® Consumer Dynamics study, in which Acxiom researchers analyze consumer data to provide insight on how Americans live, Acxiom has discerned a meaningful pattern in American households with children when it comes to environmental behaviors.

Acxiom consumer researchers analyzed the 70 PersonicX Classic clusters across a number of “green” questions.  A clear trend emerged: children were significantly less likely to be present in “green” households.

The highest environmentally indexing clusters fall into two general groups, those who are younger, still single and looking for something to take care of (which Acxiom researchers called “Greenhorns”), and those who are more senior, still married or now single and looking for something to take care of (“Greener Pastures”).

In fact, when compared to the national population, Greenhorns are more than 60 percent more likely to purchase automobiles that reflect their support of the environment. Greener Pastures are more than 40 percent more likely to pay more and give up convenience to purchase products that are environmentally friendly. Though they may come from a variety of incomes, net worth and areas of population density, these groups undoubtedly share a heightened concern for the environment, as well as the time to act on that concern.

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