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I’m trying to understand what this new Jupiter research actually means. I get that “38 percent of all online teens admit concern for the environment, while 15 percent are hardcore Green Teens.”

Then the report argues: “Because Green Teens are popular, influential, and engaged with online media and communications, this group represents a prime target for marketers as they are more likely to respond positively to online marketing.” Hmmmm…..

“…They are a little more active online and are regular users of online media and entertainment sites, and they’re more active online communicators as well.”

Then there’s this:

“As a result of online advertising, 29 percent of green teens report having made a purchase in a traditional store during the past 12 months and 19 percent have made a purchase online. This compares favorably with online teens overall, of which 22 percent have made an in-store purchase and 13 percent online as a result of online marketing efforts.”

It seems ironic to me that “green teens” who are concerned about the environment are actually more rabid consumers than teens who don’t identify as “green.” Are they buying environmentally conscious stuff like hemp lip balm or just buying more stuff?

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Categorized under: Youth Marketing

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