I've recently moved from Chicago to DC and changed careers from marketing real estate to marketing Renewable Energy Certificates (aka Green Tags), and as we all know, the priorities are not necessarily the same. (although NIMBYism concerns both) Much of the market research I've found focuses on a type of person in very general, qualitative terms (ie. innovators vs. early adapters vs. "middle of the bell curve" vs. laggards). What would be of great use in this new endeavor is to have more specific information about these "early adapters": where they work; where they live; what businesses they support/patronize, etc... Are there any recommendations for beginning research to determine where these early adapters live/play/work? I certainly consider myself an environmentalist, so I can put myself in those shoes a bit, but the more info the better.
Thank You,
Jim Conlon
[email protected]
Clean Energy: Early Adapters?
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Hi Jim
I used to work in a social trends company that look at early adopters for a variety of different subjects, not specifically renewable energy. I suggest that you define first whether your looking at business of domestic sectors - I think domestic sectors will be a little harder to assess without doing some kind of market research to frame the demographic differences. Business should be a little easier to source of the top of my head I would say that younger companies with ethical mindsets are a likely targets but hard to publicly see. In Sydney we have Sustainable Business forums but there are also a couple of design firms (communication) who work with the major environmental charities, green architects, car sharing organizations, companies like these are good to use to springboard. I suppose the trick is to find the actual early adopters rather than say the communicators, who are actually often the easiest to find. I would find people using renewable energy and then ask th em to suggest who they think is an adopter, go back two generations and you will probably find the adopters. I hope this helps.
Dianne Moy
Master Design (Research)
Univesity of Technology Sydney
Jim,
For general information you might check out, "The Cultural Creatives," by Ray and Sherry Anderson. For information on green tag adoption specifically, maybe the Bonneville Environmental Foundation could point you to some good resources. They were an early pioneer of the product. Also, you might try, Renewable Northwest Project, www.rnp.org.
As a piece of trivia, anyone know who invented Green Tags? .. .. ENRON!! Talk about irony.
Best,
Thor Skov
You may find some interesting information, ideas, etc. by looking at the consumer market sector that's been dubbed "LOHAS - Lifestyles of Health and Sustainability". A quick Google or other web search will provide several links.
Susan Millhauser
Sustainability Planner
City of Lake Oswego
PO Box 369
Lake Oswego, OR 97034
Phone: 503-635-0291
Fax: 503-635-0269
Welcome aboard the Green Train, Jim. The environment certainly needs the skills of marketing experts, such as yourself, on its side. Insights - such as your queries below - raise the consciousness of others of us working on awareness raising - I look forward to seeing what responses come in from the fsb list.
Yours towards sustainability
SUE BELLINGER
ENVIRO FRINGE SERVICES
South Africa