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Generation Green

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Generation Green presentation given at The Remodeling Show 2008 by Steve L, Kleber, president of Kleber and Associates.

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Generation Green

  1. 1. Presented by Steven L. Kleber, President Kleber & Associates
  2. 2. INTRODUCTIONS The Dynamic Multi-Generational Demographic GENERATION GREEN 1 kleberandassociates.com
  3. 3. PRESENTATION TAKEAWAYS DNA Make-up of the Green Generation 2 kleberandassociates.com
  4. 4. GREEN IS HERE TO STAY 3 kleberandassociates.com
  5. 5. WOMEN 51% of the total U.S. population 4 kleberandassociates.com
  6. 6. THE CHIEF PURCHASING OFFICER OF THE HOME 5 80% of all household related purchasing decisions are controlled by CPOs kleberandassociates.com
  7. 7. WHAT CPOS ARE REALLY LIKE 6 Family life is important, but career goals are the driving force behind the CPO. kleberandassociates.com
  8. 8. 25-54 AGE $ 1.4 SPENDING POWER TRILLION 63% COMPARED TO MEN, WOMEN’S MEDIAN INCOME HAS RISEN CPOS MAKE BIG PURCHASING DECISIONS 7 IN 3 OUT OF 10 HOMES THE WOMAN EARNS HALF OR MORE OF THE HOUSEHOLD INCOME kleberandassociates.com
  9. 9. WHAT MAKES THEM GREEN 8 For CPOs It’s a Way of Life Socially responsible companies and products are preferred. kleberandassociates.com
  10. 10. SOCCER MOMS NO MORE 9 Gone are the soccer moms… kleberandassociates.com
  11. 11. MILLENNIAL MOMS EMBRACE NEW TRENDS 10 Eco Moms Yoga Moms Millennial Moms take the natural approach. Social Networking Community Involvement More empowered than their parents. kleberandassociates.com
  12. 12. MILLENNIAL MOMS ARE THE REAL DEAL 11 9 million Millennial Moms in the U.S. kleberandassociates.com
  13. 13. WHAT MAKES THEM GREEN 12 Information generation Technologically savvy Eco-friendly hits home Newest generation of mothers kleberandassociates.com
  14. 14. SINGLE FEMALES 13 2:1 SINGLE FEMALES OUTNUMBER MALES NOT SEX IN THE CITY DIVORCED, WIDOWS, SINGLE MOMS, FIRST TIME HOME BUYERS kleberandassociates.com
  15. 15. SINGLE FEMALES ARE AN OVERLOOKED OPPORTUNITY 14 Young single women reside in their homes 5 years or less … a prime opportunity for you remodelers, designers and home product manufacturers out there. Single female households are increasing at a staggering rate. … three head-of-households under one roof may become the new tradition. kleberandassociates.com
  16. 16. WOMEN AND THEIR ROLE IN THE GREEN MOVEMENT 15 OF ALL NEW HOMES $ 5 WOMEN SPEND TRILLION ANNUALLY 91% BUY 50% WANT “GREEN CHOICES” 25% OF PRODUCTS THEY BUY ARE ENVIRONMENTALLY FRIENDLY. kleberandassociates.com
  17. 17. YOUNG HOMEOWNERS - GEN X 16 1965-81 BORN 51 MIL POPULATION 27-43 AGE $ 125 BILLION A YEAR THIS GROUP SPENDS $ 200 BILLION ANNUALLY WITH TOTAL SPENDING POWER OF OVER kleberandassociates.com
  18. 18. GENERATION X -- WHAT THIS GROUP IS REALLY LIKE 17 Generation X: diverse, self-reliant and pragmatic … judge “green” brands, products and services by how they honor their promises… research everything on the internet.
  19. 19. WHAT MAKES THEM GREEN 18 Generation X - sustainability is a way of life. … it’s not about talking the talk, but walking the walk. They are adaptable and open to change. Sustainability is the step toward a secure future… kleberandassociates.com
  20. 20. YOUNG HOMEOWNERS - GEN Y 19 1982-98 BORN 75 MIL POPULATION 20-26 AGE $ 150 BILLION A YEAR CUMULATIVE SPENDING POWER OF FASTEST GROWING HOME-BUYING AGE GROUP BUYERS UNDER AGE 25 ARE THE kleberandassociates.com
  21. 21. GENERATION Y, DEFINING TRAITS 20 Generation Y: optimistic, confident, moral, diverse, individualistic, education focused, enthusiastic and socially conscious. … the green movement means different things to different members of this group... kleberandassociates.com
  22. 22. DO THEY REALLY CARE ABOUT THE ENVIRONMENT? JUST LOOK AT THE NUMBERS 21 Generation Y embraces sustainability as a way of life. … 84 percent are actively concerned about the climate... Environmental messages impact customer loyalty … 50% say it influences their shopping behavior 46% say they’d shop at a retailer more if they were environmentally friendly. 47% say they’d be willing to pay more for environmentally friendly services. kleberandassociates.com
  23. 23. “ RUPPIES” - RETIRED URBAN PROFESSIONALS 22 1946-54 BORN 40 MIL POPULATION 54-62 AGE $ 2 TRILLION A YEAR ANNUAL SPENDING POWER kleberandassociates.com
  24. 24. RUPPIES SET THE NEW STANDARD FOR POST-RETIREMENT 23 Motivated to stay young, healthy and fit, Ruppies remain active in their communities. … not sitting on a porch in a Florida retirement community… kleberandassociates.com
  25. 25. kleberandassociates.com RUPPIES ARE ENGAGED AND INTERACTIVE 24
  26. 26. 25 This is all great, but what is Generation Green buying, how do they buy and how do I reach them? … you’re about to find out... kleberandassociates.com
  27. 27. SHOWING THE GREEN SIDE 26 Energy and water conserving appliances Touch free faucets High-efficiency toilets Low-flow faucets Recycled materials in countertops, flooring and cabinets Energy-efficient roofing options Water storage tanks Solar power systems Micro-hydro systems Low VOC substrates kleberandassociates.com
  28. 28. SHOWING THE GREEN SIDE 27 “ WE ARE DOING OUR PART” TO PROTECT THE ENVIRONMENT. 75% OF 2,602 US ADULTS SURVEYED “ INSTALLING RESOURCE-FRIENDLY APPLIANCES.” 46% kleberandassociates.com
  29. 29. GENERATION GREEN MOTIVATING FACTORS AND PURCHASING HABITS 28 Focus group members were all familiar with … they would be willing to pay an incremental increase…no more than 5%. For CPOs, Millennial Moms, a majority of Single Females and Young Homeowners, cost is a main purchasing factor… But, for Ruppies, price is not always the determining factor; safety and convenience are more typically the underlying factors. kleberandassociates.com
  30. 30. QUALITY AND PRICE OUTWEIGHS BRAND NAME 29 Generation Green knows that a well-known brand does not necessarily equal quality workmanship. With Ruppies, brand loyalty isn’t as high as you may presume. … according to Multichannel News , this older cohort actually has LESS brand loyalty than their younger counterparts. They expect the highest quality service - Or they move on kleberandassociates.com
  31. 31. COMBINATION OF LUXURY AND ENVIRONMENTAL CONSCIOUSNESS 30 Generation X and Y have varying styles, but both choose design and comfort above other product attributes. Ruppies…choose products and services for the home based on desired comfort, convenience and performance. Recycled plastics, reclaimed wood, reused products. kleberandassociates.com
  32. 32. HOW TO REACH GENERATION GREEN 31 PROVIDE ONLINE INFORMATION… kleberandassociates.com
  33. 33. LIMIT THE FLUFF 32 Sound, direct, honest messaging… … busy lives leave no time for gimmicks or false “green” claims. kleberandassociates.com
  34. 34. COMMUNICATE REFERRALS FROM A TRUSTED SOURCE 33 Generation Green prefers input and advice from trusted sources: family, spouses, significant others, friends. Internet reliant…create an online community on company Web sites for them to converse with current customers and prospects about what you offer . kleberandassociates.com
  35. 35. BE ACTIVE WITHIN THE GREEN COMMUNITY 34 Join and support green-minded organizations and national, regional and local community programs with similar environmental goals. A demonstrated commitment to a sustainable planet is as important as saying your product or service is “green.” kleberandassociates.com
  36. 36. CREATE COMPELLING, GREEN FOCUSED MARKETING MESSAGES 35 Generation Green is sharp, knowledgeable and not easily fooled. You can’t just say you’re green; you need to prove it. kleberandassociates.com
  37. 37. SMARTER MARKETING 36 The most important thing… tailor your sales and marketing effort to each individual attitudinal and generational cohort... … informed targeting pays dividends.
  38. 38. kleberandassociates.com CONCLUSION 37 Avoid misleading and unsubstantiated green claims. Be a true advocate for the ecological movement — stay true to your customers and to the environment. … Generation Green will continue to rise in number and sheer spending power in the future.
  39. 39. kleberandassociates.com 37 Questions?!? Call 770.518.1000 or visit kleberandassociates.com

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