Conscious Consumers

BBMG provides us with yet another segmen­tation about the buying concerns of U. S. con­sumers, but it focuses more on overall social values and not merely those of environmental concerns. This difference starts to provide a more complete picture of buying values across a wider spectrum of issues. Like the two cited previously, their four segments represent vary­ing degrees of behavior and concerns around environmental issues. For example, the top segment last year (2007) represents only 10 percent of consumers, instead of the 30 per­cent quoted by the Green Gauge Report:

• 10% Enlighteneds (who make a point to reward companies along social and environ­mental goals)

• 20% Aspirationals (balance their values with convenience and price)

• 30% Practicals (prioritize price, quality, and efficiency over their social agenda)

• 40% Indifferents (prioritize everything over any social agenda)[83]

The BBMG study found that five values drive conscious consumerism: health and safety, honesty, convenience, relationships, and “do­ing good.” The top two Conscious Consumer segments compared to the top two Green Gauge segments differ by 10 percent of the U. S. population (which is a lot). The Con­scious Consumers research is much more simi­lar to the LOHAS figures.