generation green

Presented bySteven L. Kleber, PresidentKleber & Associates

INTRODUCTIONS

The Dynamic Multi-Generational Demographic

GENERATION GREEN

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kleberandassociates.com

PRESENTATION TAKEAWAYS

DNA Make-up of theGreen Generation

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GREEN IS HERE TO STAY

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WOMEN

51% of the total U.S. population

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THE CHIEF PURCHASING OFFICER OF THE HOME

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80%of all household related purchasing decisions are controlled by CPOs


WHAT CPOS ARE REALLY LIKE

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Family life is important, but career goals are the driving force behind the CPO.


25-54AGE

$1.4SPENDING POWER

TRILLION

63%

COMPARED TO MEN, WOMEN’S MEDIAN INCOME HAS RISEN

CPOS MAKE BIG PURCHASING DECISIONS

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IN 3 OUT OF 10 HOMESTHE WOMAN EARNS HALF OR MORE OF THE HOUSEHOLD INCOME


WHAT MAKES THEM GREEN

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For CPOs It’s a Way of LifeSocially responsible companies and products are preferred.


SOCCER MOMS NO MORE

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Gone are the soccer moms…


MILLENNIAL MOMS EMBRACE NEW TRENDS

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Eco MomsYoga Moms

Millennial Moms take the natural

approach.

Social Networking

Community Involvement

More empowered than their parents.


MILLENNIAL MOMS ARE THE REAL DEAL

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9 millionMillennial Moms

in the U.S.



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Information generation

Technologically savvy

Eco-friendly hits home

Newest generation of

mothers


SINGLE FEMALES

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2:1

SINGLE FEMALES OUTNUMBER MALES

NOT SEX IN THE CITY

DIVORCED, WIDOWS, SINGLE MOMS, FIRST TIME HOME BUYERS


SINGLE FEMALES ARE AN OVERLOOKED OPPORTUNITY

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Young single women reside intheir homes 5 years or less

…a prime opportunity for you remodelers, designers andhome product manufacturers out there.

Single female households areincreasing at a staggering rate.…three head-of-households under one roof

may become the new tradition.


WOMEN AND THEIR ROLE IN THE GREEN MOVEMENT

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OF ALL NEW HOMES

$5WOMEN SPEND

TRILLIONANNUALLY

91%BUY

50% WANT “GREEN CHOICES”

25% OF PRODUCTS THEY BUY ARE

ENVIRONMENTALLY FRIENDLY.


YOUNG HOMEOWNERS - GEN X

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1965-81BORN

51 MILPOPULATION

27-43AGE

$125 BILLION A YEARTHIS GROUP SPENDS

$200 BILLION ANNUALLYWITH TOTAL SPENDING POWER OF OVER


GENERATION X -- WHAT THIS GROUP IS REALLY LIKE

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Generation X: diverse, self-reliant and pragmatic…judge “green” brands, products and

services by how they honor their promises…research everything on the internet.


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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…


YOUNG HOMEOWNERS - GEN Y

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1982-98BORN

75 MILPOPULATION

20-26AGE

$150 BILLION A YEARCUMULATIVE SPENDING POWER OF

FASTEST GROWINGHOME-BUYING AGE GROUP

BUYERS UNDER AGE 25 ARE THE


GENERATION Y, DEFINING TRAITS

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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...


DO THEY REALLY CARE ABOUT THE ENVIRONMENT? JUST LOOK AT THE NUMBERS

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Generation Y embraces sustainabilityas a way of life.

…84 percent are activelyconcerned 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.


“RUPPIES” - RETIRED URBAN PROFESSIONALS

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1946-54BORN

40 MILPOPULATION

54-62AGE

$2 TRILLION A YEARANNUAL SPENDING POWER


RUPPIES SET THE NEW STANDARD FOR POST-RETIREMENT

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Motivated to stay young, healthy and fit, Ruppies remain active in their communities.

…not sitting on a porch in a Florida retirement community…



RUPPIES ARE ENGAGED AND INTERACTIVE

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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...


SHOWING THE GREEN SIDE

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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


SHOWING THE GREEN SIDE

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“WE ARE DOING OUR PART” TO PROTECT THE ENVIRONMENT.75%

OF 2,602 US ADULTS SURVEYED

“INSTALLING RESOURCE-FRIENDLY APPLIANCES.”

46%


GENERATION GREEN MOTIVATING FACTORS AND PURCHASING HABITS

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Focus group members were all familiar with

…they would be willing to pay anincremental increase…no more than 5%.

For CPOs, Millennial Moms, a majority of Single Femalesand Young Homeowners, cost is a main purchasing factor…

But, for Ruppies, price is not always the determining factor;safety and convenience are moretypically the underlying factors.


QUALITY AND PRICE OUTWEIGHS BRAND NAME

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Generation Green knows that awell-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


COMBINATION OF LUXURY AND ENVIRONMENTAL CONSCIOUSNESS

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Generation X and Yhave varying styles, but bothchoose 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.


HOW TO REACH GENERATION GREEN

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PROVIDE ONLINE INFORMATION…


LIMIT THE FLUFF

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Sound, direct, honest

messaging……busy lives leave no time

for gimmicks or false “green” claims.


COMMUNICATE REFERRALS FROM A TRUSTED SOURCE

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Generation Green prefers input and advicefrom 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.


BE ACTIVE WITHIN THE GREEN COMMUNITY

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Join and support green-minded organizations and national, regional

and local community programswith similar environmental goals.

A demonstrated commitment to a sustainable planetis as important as saying your product or service is “green.”


CREATE COMPELLING, GREEN FOCUSED MARKETING MESSAGES

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Generation Green is sharp,knowledgeable andnot easily fooled.

You can’t just say you’re green; you need to prove it.


SMARTER MARKETING

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The most important thing… tailor your sales and marketing effort to each individual attitudinal and

generational cohort...…informed targeting pays dividends.


CONCLUSION

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Avoid misleading and unsubstantiated

green claims.Be a true advocate for theecological movement —

stay true to your customersand to the environment.

…Generation Green willcontinue to rise in numberand sheer spending power

in the future.


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Questions?!?

Call 770.518.1000 or visitkleberandassociates.com

generation green

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