Right now, squadrons of pollsters, researchers and report moles are churning out data, trying to identify and categorize an evolving species - the Green Consumer. The Roper Green Gauge® Report, the Green Brands 2.0 Survey, Monitor® Insights, and on and on. Each has unique learning and value, yet there is one common element that brings them all together.

Almost every Green Consumer segmentation breaks the continuum into just 5 categories. Choose from True Blue Greens, Greenback Greens, Sprouts, Grousers and Apathetics. Or, if you prefer, Active Green, Green Motivated, Green Hypocrites, Muted Green and Green Ignorant. Everyone seems to agree, there are basically five of us. These groups also line up nicely with the Technology Adaptation Life Cycle, with its Innovators, Early Adopters, Early Majority, Late Majority, and Laggards. This comparison leads to the conclusion that Green Consumer groups will steadily shift in percentage, as more people adopt developing green technology and attitudes.

So how does this help marketers? You can probably resist engaging in broad green consumer research. Instead, look at the 5 categories and compare their attributes with your current customer profiles. Chances are, you'll find some valuable clues as to your Green Consumer sweet spot. Then invest any research dollars in getting to know that narrower group better.