It seems that the word "green" is everywhere nowadays. Practically every magazine, from Fortune (touting green companies, "eco-manors") to Vanity Fair (Al Gore, lots of hi-concept photos,) to Sports Illustrated (sadly, no green bikinis) has had a Green issue. Green rocks (or, as one headline had it, "Green is the new Black.") In any event, writing about Green issues is the must-do thing.
Then we have the insatiable desire to codify...separate into supposedly unique and descriptive classes. Put them together and you get...Lists.
The always prolific Joel Makower has a post on The Many Shades of the Eco-LOHAS-Sustainable-Green Consumer on his blog. I am not sure whether it's meant to be serious, but it's certainly an interesting read and has several ways to classify levels of Greenism.
If you've been tracking the green marketplace lately, there's a good chance your head is spinning. It's not just the endless polls and surveys, which continue their relentless march toward the trivializing of just about any environmental concern or issue. It's also the segmentation -- the divvying up of the marketplace into clever categories that sum up distinct subsets of the population that behave in the same way or have similar attributes or attitudes. [image: from Makower's post via en.wikipedia.org]
Some of Roper's classifications:
True-Blue Greens -- the most environmentally active segment of society (11% of the U.S. population).
- Greenback Greens -- those most willing to pay the highest premium for green products (8%).
In addition, there are the Sprouts (fence-sitters,) Grousers and Apathetics (least engaged,) which group, unfortunately is the highest percentage at 33. Makower's post continues with other classifications, by the Natural Marketing Institute ("LOHAS", "Conventionals," "Drifters,") and the Hartman Group ("Radical Engagement," "Divine Faith," "Cynical Pessimism.")
I note that every list has five classes...this must be some kind of optimum number that the general public can relate to but not be overwhelmed by.
Personally? I could be a semi-Radical Engager / Greenback Greenie, who refuses to be classified as anything as weird as LOHAS.