If you think you know whom to market green products to, you are probably completely wrong. A recent study by Autobytel.com discovered who is behind the wheel of a hybrid. It will surprise you.
The findings tell a story that is important. Green is not a liberal cause any longer. Nor is it a concern primarily of those in the West, the young, and the well educated.
Of those who drove hybrids in the study, more were Republicans than Democrats. About a third were in the Northeast, a fifth in the Midwest, and only about 15% in the West. Just under 60% were over 45 years of age and about half didn’t have college degrees (a third made less than $40,000). The study is reported in Readers Digest.
Assuming this study is accurate, it says a lot about what has happened in American society in a very short period of time. Global warming, it would seem, has been embraced as an American issue, not by special interest groups. And it signals a need to rework and rethink how we market products and services in the 21st century.
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