Radio Connects with “Green” Consumers

These days, an environmentally conscious mentality has become the trend. This is a great opportunity for Radio, as our industry has been challenged to help advertisers connect with the eco-friendly consumer, and to highlight radio’s tremendous ability to reach these individuals.

New York boasts a nearly endless offering of companies that make the environment a priority. There are green hotels, green dry cleaners, green clothing shops … the list goes on and on. And consumers are taking advantage. Check out the types of eco-friendly activities that New Yorkers do on a regular basis. A whopping 78.9% of us recycle, and more than two-thirds use energy efficient light bulbs.

A large portion of the population has made living green a part of their daily lives. For example, nearly half (46.3%) of New York Adults 18+ participate in five or more eco-friendly activities on a regular basis. That’s over 6.6 million people!

Let’s take a closer look at this 46.3% of environmentally-leaning folks – what do they look like demographically?

This group skews slightly female, with 45.7% male and 54.3% female.

They are more likely to fall into the 35-64 age group compared to the general population.

Most importantly, how does this group consume media? The chart below shows that, in an average week, this group uses radio more than any other major medium!

Not only is radio the foremost media outlet for eco-friendly consumers, but they are also listening to a wide variety of formats. For example, Adults 18+ who participate in at least five eco-friendly activities on a regular basis are 36% more likely to listen to Oldies stations, and 19% more likely to listen to News/Talk/Info stations as compared to the general population.

Looking beyond the numbers, radio itself is a more environmentally friendly medium. Radio doesn’t require the tons of paper that are used for newspapers, direct mail, or outdoor advertising. According to Vista Radio, “one edition of the Sunday New York Times consumes about 75,000 trees.” And that’s just one day in one week in one city. Plus, the average household life span of a TV or computer is about five years – and then they end up in landfills, leaking mercury and cadmium into our soil. These are added incentives for environmentally responsible companies to choose radio as their medium of choice!

Qualitative research can be a tremendous resource for answering questions that advertisers are now asking when trying to engage with the green-natured consumer. Check out how your station or cluster performs with this important consumer group!