SOURCE: Horizon Media

April 21, 2014 08:06 ET

Earth Day Celebrated by Niche Group of People Passionate About the Environment

People Who Say Their Attitudes About the Environment Have an Effect on Their Purchase Decisions Are More Than Twice as Likely to Celebrate Earth Day (61% vs. 27% Overall)

NEW YORK, NY--(Marketwired - April 21, 2014) - Horizon Media, one of the largest and fastest growing media services agencies in the world, fielded its latest Finger on the Pulse® Survey in honor of Earth Day. The Finger on the Pulse® Survey uncovers insights that brands can use to stay ahead of trends and developments surrounding culture and commerce. Earth Day, observed worldwide every April 22, is comprised of events that show support for environmental protection and green initiatives.

With the ever increasing focus on environmental conservation in the media, one might assume that Earth Day has become a mainstream, universally celebrated day. However, media coverage and consumer awareness do not translate to high participation levels. Finger on the Pulse data suggests that people who actually participate in Earth Day activities are a smaller, niche group. Overall, just 27% of American adults report participating in Earth Day events. But what the Earth Day audience lacks in critical mass, they make up for in passion and commitment to environmentally friendly practices.

In fact, Earth Day participants are far more likely to feel personally invested in the environment. Nine out of ten (92%) agree with the statement "I'm very concerned about the environment" (compared to 61% of non-participants). Nearly all (95%) say they take steps in their everyday life to preserve the environment (compared to 56% of non-participants). A strong majority (81%) agree that worrying about the environment is their responsibility (compared to 45% of non-participants). Earth Day participants also take a firmer environmental stance when it comes to their spending. Three-quarters say they are more likely to purchase from a company that supports environmentally sustainable production, even if it costs them a bit more (compared to 35% of non-participants).

These levels of personal commitment are notable because they suggest that Earth Day participants are indeed a unique sort. By combining several of the above characteristics as one attitudinal profile, Horizon's data reveals a much clearer picture of who's engaging with Earth Day. Among people who say they feel responsibility for the environment, take steps in their daily life to preserve it, and consider effects on the environment in their purchase decisions, the Earth Day participation rate more than doubles to 61%.

"These findings are especially important for brands tracking the ongoing impact of environmentalism on marketing," explains Kirk Olson, Horizon's VP of TrendSights. "While events like Earth Day are well-known, they are not particularly high reach. Still, they represent high profile opportunities for environmentally oriented companies to connect with the greenest of the green."

What does this mean for marketers? For brands that are particularly committed to environmental conservation, sustainable practices, and providing consumers with greener options, Earth Day media and events represent highly focused connections opportunities. They are annual rallying points for the most committed. But for brands who don't count "green" among the core elements of their DNA, Earth Day may not be the best option for dipping a toe in greener waters.

Finger on the Pulse is Horizon Media's proprietary online research community that empowers the agency to connect directly with consumers, diving beneath the surface of beliefs and behaviors to uncover critical insights.

About Finger on the Pulse
Finger on the Pulse is Horizon Media's proprietary online research community, comprised of 3,000 people reflective of the general U.S. population. The community empowers the agency to connect directly with consumers, diving beneath the surface of beliefs and behaviors to uncover critical insights. Horizon's WHY Group launched the panel in 2012 to inform all aspects of our clients' marketing plans and to keep a pulse on emerging trends. New studies are fielded every week and include quantitative surveys, qualitative discussions and digital ethnographies. Opinion Pulse surveys are fielded twice monthly, covering timely topics relevant to marketers, advertisers, and the media.

About Horizon Media
Horizon Media, Inc. is one of the largest and fastest growing media services agencies in the world. The company was founded in 1989, is headquartered in New York, and has offices in Los Angeles, San Diego, and Chicago. Horizon Media was chosen as 2011 Independent Media Agency of the Year by Mediapost, 2010 U.S. Media Agency of the Year by Adweek, Brandweek, and Mediaweek as well as by Ad Age and as one of the world's ten most innovative marketing and advertising companies by Fast Company in 2011. In 2012, Bill Koenigsberg, President, CEO and Founder, was honored by Advertising Age as Industry Executive of the Year.

The company's mission is "To create the most meaningful brand connections within the lives of people everywhere." By delivering on this mission through a holistic approach to brand marketing, Horizon Media has become the fastest-growing media agency in the industry, with estimated billings of over $4 billion and approximately 800 employees.

The company is also a founding member of Columbus Media International, a multi-national partnership of independent media agencies. For more information, please visit www.horizonmedia.com.

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