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People of Color Favor Green
Hispanics and Asians are greener than Anglos. They are more likely to be eco-concerned and they are much more likely to make purchase decisions based on those concerns.

These differences are far reaching and significant according to a Los Angeles Times/USC poll conducted in November. 50% of Latinos and 46% of Asians say they worry a great deal about global warming, compared to only 27% of Anglos. There are similar gaps between the groups’ concerns about air pollution and toxic waste contamination.

Different beliefs translate directly to different shopping habits. 75% of Hispanics are actively looking for green products, compared to only 61% of Anglos. Roughly two-thirds of Hispanics have talked with their kids about environmental stewardship vs less than half of the general population.

Minorities are more interested in the environment and more likely to take action for several reasons. First, more people of color live in areas that are seriously impacted by pollution. Second, Hispanics and Asians are more likely to belong to the Democratic Party, which has a stronger green agenda. Finally, Hispanics are very family focused and motivated to preserve the planet for their kids.

We should think about...
  • Are we considering Hispanics, Asians, and other minorities as we create our eco strategies and messages?
  • Do we spend enough time on marketing of all types to Hispanics and Asians?
Sources: Los Angeles Times 2010; Shelton Group 2010
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