Green consumers mean big business, an estimated 500 billion dollars in 2008. But according to a recent study¹, only a small segment of green consumers, known as ‘Behavioral Greens', are likely to spend the extra cash on environmentally-friendly products and services. Before going too far after “Behavioral Greens”, consider your options to turn “True Browns” into “Behavioral Greens”.

Behavioral Greens are the consumers who think and act green. They have negative attitudes towards products that pollute the environment and incorporate green practices on a regular basis. On the contrary, True Browns are the consumers who aren't environmentally conscious and may actually have negative attitudes towards media with a heavy environmental focus. In between them are Think Greens who think like green consumers but don't always necessarily act green and Potential Greens who don't behave or think along environmentally conscious lines but remain on the fence about key green issues.

By analyzing parallel trends in energy efficiency, you'll find overlapping consumer sentiments. According to the 2007 EnerQuality Energy Efficiency Study, 91 percent of homebuyers believe an energy efficient home is good for the environment. This 91 percent majority, thinking about being environment-friendly (hence green) by achieving energy efficiency may include ‘True Browns'. So, the pressing issue with today's consumers may not be going green but it is the need to increase energy efficiency and save energy costs while protecting the environment.

You could tap majority of this eco-conscious homebuyers by demonstrating the green and energy efficient benefits of the homes you build.

Get Icynene^® working for you!

Build Healthier, Quieter, More Energy Efficient^® homes with Icynene^® insulation and air barrier material. Then, let Icynene's Builder Advantage Program (BAP) do the rest!

What good is an energy efficient and green home if the consumer doesn't see the value in it? Icynene BAP is offered to qualified builders only. It helps reach the eco-conscious consumers who are trying to keep energy costs down with the rising fuel costs. Icynene offers free Builder Advantage Marketing Support Program that demonstrates the benefits of energy efficiency and indoor air quality to potential homebuyers. 

As a participating builder in Icynene BAP, you can now take advantage of new Builder Locator feature – a tool introduced to enable thousands of homebuyers visiting Icynene.com every month to search for builders who use Icynene^® insulation in their prestigious building projects differentiating them from the competition.

Driving more traffic to your website and homes through Builder Locator and turn “True Browns” into “Behavioral Greens”. Contact your local Icynene Licensed Dealer for a program overview.