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Trend-Setting Seniors: The Environment Opens Door to Green Technology Adoption
It seems to be a maxim we all accept: that the elderly are set in their ways and resist both new ways of thinking and the technologies and products created by that thinking. Rockbridge Associates’ previous research into technology adoption also consistently reflects this age-related tendency. How then to explain what is motivating seniors to equip their homes with the latest in energy-efficient technology? Perhaps it is a testament to the unique and compelling logic of the green movement. Indeed, Rockbridge’s 2007/8 National Technology Readiness Survey – which focuses on Green issues – estimates the market potential among seniors for items ranging from relatively simple energy efficient light bulbs to more complex and costly high efficiency heating and cooling systems, is far greater than among their younger peers. Not only do more seniors own these products, but they are also more likely to want them.
 More than economics is at work: while many 50+ consumers might be interested in this technology because of the long-term cost savings, it nevertheless costs more in the first place to purchase these more energy-efficient products, compared to conventional offerings. Beyond price, the differences above point to their desire for a more efficient, comfortable and convenient living environment. But they are driven also by their more pronounced concern about the environment.
Overall, one-in-ten American adults are Green Tech Leaders – the nexus between environmentalists and early adopters of technology. These Leaders not only care about the environment, they also tell everyone they know why they should care too. In addition, 18% of Americans are Green Tech Followers – this segment is just as dedicated to the environment as their Leader brethren, but stop short of evangelizing in the way that the Leaders do. The striking finding, seen in the following pie chart, is that even though only 6% of those 50 and older are Green Tech Leaders, fully one quarter (25%) are Green Tech Followers – their largest representation in any segment, and an indication of their openness to Green issues. And equally profound, while those 50+ can also be less tech savvy and more skeptical about the technology itself, they are only half as likely as those under 50 to be Anti-Green (4% vs. 10% respectively) and are thus less likely to clearly reject the notion of climate change and/or humanity’s influence on it.
 The takeaway for marketers is twofold: 1) a larger segment of older consumers than we may supposed has already bought into the idea of a Green lifestyle; and 2) they may simply need more reassurance about the benefits and reliability of the technology itself, and to understand more clearly the causal link between green technologies and a greener environment. This could be the key to releasing the enormous potential of this segment of consumers.
For more information on the 2007/8 National Technology Readiness Survey and the Green Tech segmentation contact Joe Bates, Vice President, at 703.757.5213 ext. 14 or jbates@rockresearch.com
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