Survey says over-50 set likelier to buy Earth-friendly

The Record (Hackensack N.J.) (MCT) - Older is greener.

That was the finding of a recent report that says businesses should rethink how they pitch environmentally friendly products, because the over-50 generation may be their best customers.

A number of businesses have already tapped into the desire of older residents for green products to grow their customer base.

Researchers at ICOM Information and Communications L.P., a Toronto-based firm that specializes in studying the spending habits of U.S. consumers, found that Americans older than 50 are the most likely purchasers of "green" products.

Women older than 50 had the highest percentage using green items _ 75 percent _ while women 18-20 had the lowest percentage _ 19 percent.

The findings ran counter to the common perception that younger consumers are more likely to choose environmentally friendly products, the researchers said.

"The surprise for us was the difference between the very young and the older age groups," Peter Meyers, vice president of ICOM, said in a telephone interview this week. Older shoppers were "less cynical" about the value of eco-friendly products and "less price-sensitive," he said.

ICOM findings, however, did not surprise baby boomer Shelley Freydont of Midland Park, N.J. She said she's been trying to make environmentally conscious decisions since the green revolution of the 1960s and 1970s. Her generation, she said, is greener "because we've always been like that _ we had our own gardens, we composted, we recycled everything."

Freydont uses a cleaning service run by a fellow baby boomer that uses only green products to scrub floors and polish furniture.

The service, The Cleaning Authority of Midland Park, is part of a national franchise that went green this year.

Local franchisee Rena Rothman said adopting the green products was optional for the individual franchises, but that she eagerly made the switch to natural products.

"It made sense as a business owner. It's better for my employees if they're not using these harsh chemicals," Rothman said. "And it's better for the households. You've got a lot of people with asthma. You've got people with allergies, and you've got pets and babies crawling on the floor."

Rothman said most of her 400 customers applaud the company's use of environmentally friendly products.

When she presents a cleaning plan and an estimate to new customers, about 60 percent say, "'Good. I'm glad you're using green products,'" she said.

These days, many people "do seem to be concerned" about the need for green products, which do not contain harsh chemicals, in home cleaning, she said.

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Theresa Witte is the owner of TW's Place in Cresskill, the first restaurant in New Jersey to be certified "green" by the Green Restaurant Association.

She said her customers older than 50 tend to be the most appreciative of her decision to print menus on 100 percent recycled stock with soy ink, to use corn-based, biodegradable straws and take-home containers, and to serve bread and water only on request.

She said she's not surprised by ICOM's findings that the over-50 group was the most environmentally aware. "I would say generally, yes, that is the age group that asks me the most questions," and is the most supportive, she said. The other age group most appreciative of her efforts is "the preteen and early teenagers," a group not covered in the ICOM survey.

Meyers of ICOM said the survey results will be used to help marketers make promotional offers for environmentally friendly products more relevant to consumers. The study found that price and cynicism about whether the products really were better for the environment were the main reasons cited for not purchasing the items. Purchasers of the products said they chose them because it "makes me feel good about myself," Meyers said.

ICOM, Meyers said, came away from the study with three recommendations for businesses promoting earth-friendly products and policies _ attract younger consumers by emphasizing value and discounts; talk about the "feel good" result in advertising and marketing; and educate consumers about the benefits of the products and the validity of their environmental claims.

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© 2008, North Jersey Media Group Inc.