We’ve found the nation’s most sustainability-minded consumers
Featured in Politico’s The Long Game newsletter.
Highly effective marketing campaigns target the right people, in the right places, via the right platforms. BlueLabs has developed a predictive Sustainability Consumer Model, which scores nearly 200M American consumers ages 18+ on their likelihood to make everyday purchasing decisions based on environmental sustainability.
These scores help brands identify the nation’s top sustainability-minded consumers, as well as those who might be persuaded by the right messages to make more sustainable choices. Brands use this model to connect with consumers who are the most receptive to sustainability messaging on the platforms they’re most likely to be found.
Consumer brands work with BlueLabs to learn about the market, boost customer acquisition, and engage more consumers on sustainability.
Engage with the Top Sustainability-Minded Consumers
We have identified an audience of 38 million individuals who rank within the top 20% of sustainability consumer scores.
- 77% are women – that’s nearly 29 million women in the US.
- 37% are single women, a group of about 13.8 million women. Together, these single women we’ve identified as likely receptive to sustainability could represent $537B in consumer spending per year.
- They’re more likely to be contactable via digital outreach and social media such as TikTok, Instagram, and Snapchat than traditional channels.
Preview: Increased Appetite for Sustainable Purchasing Among Women, Young People, and Communities of Color
On average, young people, women, and people in urban areas were more likely to be sustainability consumers. Compared to the average American:
- People ages 18-29 were 23% more likely to be sustainability consumers
- Women were 19% more likely to be sustainability consumers
- People in urban areas were 25% more likely to be sustainability consumers.
- We saw potential in certain communities, such as AAPI individuals, to be strong sustainability consumers. Brands may want to consider further research specifically focused on this market.
Insights on the Sustainability Market
- Segmentation: Target the right consumers for sustainability-related marketing campaigns and find out which consumers to avoid with this messaging
- Individual-level data: This model indicates that sustainability campaigns should target people in urban markets, women, and younger people (ages 18-39). But, there are consumers who don’t fall into these broad categories who are equally receptive to sustainability.
- Market expansion: We saw potential among certain communities such as AAPI individuals to be strong sustainability consumers. Brands may want to consider further research specifically focused on this market.
- Media contactability: Brands should prioritize digital and social media advertising over traditional channels to increase their likelihood of reaching sustainability-minded consumers.