Are you a “Greenfluencer”?

Porter Novelli, global communications mogul, recently coined a term for the small but powerful group of consumers now shaping trends and decisions in the mass market: Greenfluencers. Forming a small percentage of the United States population, roughly 4%, this group wields tremendous influence despite its diminutive size. The group is “young, racially diverse and outspoken on a variety of social and political issues. And while Greenfluencers are more economically savvy than their peers, they are still relatively mainstream in their lifestyle choices. This accessibility combined with a high level of social connectivity has enabled this group to become the voice of authority on the sustainable lifestyle.” (Baltimore Examiner, 24 July 2008)
Greenfluencers seek out energy efficient products and use their buying power to chastise companies with poor environmental track records by boycotting their goods. With this knowledge and a newly developed “Green Gauge”, Porter Novelli intends to assist its corporate clients with green product concepts and marketing claims that appeal to this new and persuasive group of consumers. Who says a small group can’t affect big change?

Click here for the Porter Novelli description of Greenfluencers: http://www.porternovelli.com/site/pressrelease.aspx?pressrelease_id=181&pgname=news