The BBMG Conscious Consumer Report

This national study covers the purchasing behavior and social values of U.S. consumers and finds that 77% of U.S. consumers believe they can make a difference by purchasing products from socially responsible companies.

This report segments consumers into four groups including:

• Enlighteneds (10% of consumers) who go out of their way to patronize companies that are perceived to fall in line with their social goals.
• Aspirationals (20%) who balance convenience with their ideals and may act according to social concerns, availability, and price.
• Practicals (30%) who look for convenience and prioritize purchases based on price, quality, and energy efficiency.
• Indifferents (40%) who prioritize price, quality, convenience, and products made in the U.S.

More than three-quarters (77%) of consumers feel that they “can make a positive difference by purchasing products from socially or environmentally responsible companies,” but they are also actively seeking information to verify green claims.