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)
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.