August 2, 2007

Greenagers rule the roost

Contrary to the belief that teenagers are all heavy smoking anti-social types – the next generation are developing a growing environmental conscience and are now more receptive to ‘green’ advertising.

According to a this report 38% of online teenagers have environmental concerns and of those 15% are labelled as “Green Teens” who are seen as being especially responsive to online marketing. This group also are more likely to buy products online and use other online services such as chat rooms, mobile content websites and digital photo services.

They’re also good advertisements themselves – 45% of them liked to be the first to hear about new products and their self-proclaimed popularity made them trendsetters among their peers. If we need evidence of the rise of the greenager, our sister company Delib recently launched an environmental game aimed at this age bracket called MyAbodo for Defra and has received over 100,000 views in the past fortnight.