Earth Day is quickly approaching. According to DoSomething.org, people celebrate Earth Day in a variety of ways, ranging from collecting garbage to signing environmental petitions. But there are also some potential ways businesses can create special offerings for the holiday as well. How many consumers would be interested in Earth Day promotions? And how many are interested in buying from eco-friendly brands throughout the entire year? We asked 1,000 respondents about their buying habits and their plans for Earth Day.
In Ask Your Target Market’s latest online survey, 73% of respondents said that they’re likely to celebrate Earth Day this year by recycling. 55% plan on purchasing eco-friendly products in honor of Earth Day. 53% said that they are likely to support eco-friendly brands. 40% plan on donating to environmental charities. 31% plan to attend Earth Day events. 29% of respondents said they’re at least somewhat likely to plant trees in honor of Earth Day this year. 27% plan on cleaning up parks or other local areas.
For businesses, Earth Day can also represent an opportunity to offer promotions or highlight environmentally friendly products. In fact, 60% of respondents said that they would be at least somewhat likely to purchase from businesses having Earth Day related sales or promotions. And generally, 71% of respondents said that they are at least somewhat more likely to support businesses if they perceive those businesses to be environmentally friendly.
According to Personality Radar, those who prefer supporting eco-friendly businesses tend to be family oriented consumers who make practical purchase decisions based on things like health and value. And those who are likely to support businesses that have Earth Day promotions are more social and adventurous, and thus more likely to make trendy or impulsive buying decisions.
Earth Day could present an opportunity for businesses to get attention from environmentally conscious consumers. But there are actually some key differences between those who would shop Earth Day sales and those who prefer buying from eco-friendly brands during the rest of the year. For businesses having Earth Day promotions, targeting impulsive shoppers through in-store displays could be key. But if brands want to build lasting relationships with the consumers who want to buy from eco-friendly brands year-round, it could be more beneficial to target customers in home related publications or websites. And calling attention to value can be a beneficial tactic for businesses targeting either group of consumers.