Greenfluencer is a marketing term used to describe environmentalists who have the ability to influence a mass audience. Coined by public relations firm Porter Novelli, Greenfluencers come from a wide range of backgrounds and lifestyles. In June 2008, Porter Novelli Styles researched the make-up of the typical greenfluencer. The research found that about 4.1% of the population can be categorized as a greenfluencer. This small group tends to be more educated, more prevalent in the under-35 age bracket, and has an above average income level.
Greenfluencers are typically sought by friends ask for expert advice, are almost three times as likely as the general population to read and participate in blog discussions, and more politically active, with 41% reporting contacting their political representatives.
As consumers, greenfluencers are more likely to research products thoroughly before buying them, and are more willing to pay more for environmentally friendly products. They are more likely to be influenced by a company’s charitable work, more likely to reward and punish companies for their behavior and much more likely to advocate their position on a company’s actions with their friends and networks. Furthermore, they are highly involved in new media and are early adopters of new technology and gadgets.
When asked to describe themselves, Greenfluencers revealed three major characteristics that set them apart from the rest of the population. More greenfluencers described themselves as “trendsetters” (26% vs. 11%), “adventurous” (49% vs. 24%), and “stylish” (42% vs. 22%).
Famous greenfluencers include Al Gore and Leonardo Dicaprio.
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