Shades of Green: Which are YOU?

Shades of Green: Which are YOU?

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Shades of #Green: Which are YOU? by @TaigaCompany #sustainability
Friday, April 30, 2010 - 2:35pm


When you think about it, everything we do everyday has an impact on the planet.  A focus in our sustainability consulting is incrementally accelerating the levels of eco awareness individuals bring to their daily life choices.  Briefly stated, helping those that are green to be greener and those not so green, to see the green path. 

According to the Natural Marketing Institute’s (NMI) Lifestyles of Health and Sustainability (LOHAS) Consumer Trends Database, more than 80% of today’s total U.S. adult population shows some type of green motivation.  NMI’s research divided the entire U.S. population into five segments based on their attitudes related to sustainability and social issues: 

•    Lifestyles of Health and Sustainability: Early adopters and trendsetters driven by a sense of social responsibility (17% of U.S. adults).

•    Naturalites: Individuals motivated by personal wellness and a desire to live a healthy lifestyle (17% of U.S. adults).

•    Drifters: Trend followers who want to be seen as participating in the green movement but lack a genuine concern for the environment (24% of U.S. adults).

•    Conventionals: Individuals who have sustainable habits, like buying compact fluorescent light bulbs or reusing grocery bags, but are more motivated by a desire to save money and/or reduce waste than a sense of social responsibility (26% of U.S. adults).

•    Unconcerned: Those not involved or engaged with environmental issues (16% of U.S. adults).

A question we face in our sustainability consulting is, "How do individuals shift from one shade of green to another?"

Home to one third of the earth's trees, the Taiga is the largest land-based biosphere and encircles the globe. Its immense oxygen production literally changes the atmosphere and refreshes the planet. It is this continuous renewal that has shaped Taiga Company's vision to drive similar change in the business world. Taiga Company seeks to be the "oxygen for your business".



Taiga Company