Is Your Spa in a Green State?

Sep 15th, 2010

Cathy Christensen

Is your spa in one of the greenest states in the country? If so, it may be time to consider tapping into this green mentality ... and these green clients ... by offering more environmentally conscious treatments and using green products within your facility, and then making sure to market these offerings to the green community.

The Natural Marketing Institute (NMI) queried more than 3,000 consumers in the 25 largest states on various green behaviors, and found that Washington, Colorado, Massachusetts, New York and California are the greenest. At the other end of the spectrum, the least green include Virginia, South Carolina, Ohio, Georgia and Indiana. Leading states are known for pioneering new environmental policies, being avid outdoor activity lovers and for driving the market for green products.

Although there are consumers in all states who want green products, some states warrant more investment than others. Marketers and product developers can use the results to identify regions for test marketing, targeting and new product introductions. Also, given the variances in consumer intensity, marketers may find that different states respond to different messaging and communication strategies: consumers in greener states are likely to respond to a global message on environmental responsibility and green living, while those in less green states are going to need more immediate and personal benefits.

The full ranking (of the 25 largest states) is below. The analysis is based on seven criteria: the proportion of consumers in each state who have purchased carbon offsets, organic foods, renewable power and hybrid vehicles, and those who compost, reuse grocery bags, and donate money to environmental groups.