Who's Really Interested In Green Living?
Is going "green" a hard sell in your area? I know it is in mine, a state whose slogan is "Sportsman's Paradise". We truly are a paradise for all sorts of outdoor sports, and we have the requisite big trucks and SUVs needed to haul all the necessary gear and equipment around. So selling energy efficiency and green technology might be a harder sell around here than in other parts of the country. In fact, I've only ever seen one listing that touted the energy efficient aspects of the home.
Which is why I found Steve Miller's post so interesting. Seems there is a group of people within the general population who search out all things green. The term used for this group is Cultural Creatives. Read on to see what this could mean to your business.
Who really WANTS to Live Green anyway? Read on...
Just the other day I was at our local Realtor Association taking a CE course on Green Housing. This is a subject that I would naturally gravitate toward, regardless of the need for hours. Now, I have always figured that when attending any training event IF I come away with ONE PEARL, it was worth going. And, while this ‘overview' of the subject was very informative, one blessed pearl came to light that I didn't expect.
We had a discussion about the hypothetical ‘needs and wants' as they pertain to housing of the usual generational groups... you know, the Baby boomers, Generation X and Y. This yielded the usual... location, size, efficiency etc. Then, just at the end of our class, the instructor revealed this new dynamic. The light bulb was blinking in my head regarding this sub-group I had never heard of called "Cultural Creatives". These people want the 'real thing' when it comes to Living Green, not all the trendy stuff.
Here are some typical attributes...
1.) Cultural Creatives are not typified by generational grouping.
2.) CC's are a Psychographic group based on values and behavior.
3.) Cultural Creatives are seriously concerned about the health of our planet.
4.) They tend toward holistic approaches, ie. health care, food, sustainability.
5.) These folks would prefer to buy green (not just the shade of) ie. Green homes
6.) There is a general rejection of 'overt' displays of materialism and status.
7.) They express dissatisfaction with large institutions and partisan politics.
8.) CC's are generally committed to spiritual and psychological development.
Do you tend to be an idealist? Are you someone who wants to put your values into action? Do you ever volunteer? Do you have a special appreciation for authenticity and tend toward it yourself? Are you a BIG PICTURE kind of person?
If you feel aligned with many of these attributes, you may just be a 'Cultural Creative' yourself and you're not alone. It is estimated that there are approximately 50 million adults of a like mind. Curiously, I felt like I never fit any of the generational labels nor am I inclined to ‘be' labeled. Yet, to my surprise, in this niche, I fit. What about you?
For more information, check out Cultural Creative's Website.
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