New research conducted by EnviroMedia Social Marketing indicates young Americans, an estimated audience of 76 million people, will power the new green economy and are the key to future economic growth.

This national opinion poll reveals a clear generation gap in understanding the cause of climate change — and marketing experts say businesses that pay attention may find new growth strategies.

More than any other age group, 18- to 34-year-olds believe global warming is caused by human activities. Additionally, the research indicates Americans who believe in this connection are almost twice as likely to buy more green products in this economy than Americans who believe it occurs naturally.

Convictions Drive Purchases for Young Climate Change Believers

Results of the survey of U.S. consumers are being released today as The Wall Street Journal’s gathering of business leaders in Santa Barbara, Calif., called “ECO:nomics, Creating Environmental Capital” (March 4-6, 2009) begins.

• Overall, 51 percent of Americans believe climate change is caused by human activities. Twenty-nine percent believe climate change is occurring naturally, and 15 percent say climate change needs to be scientifically proven. Just 3 percent of the public does not believe climate change exists.
• Sixty-four percent of 18- to 34-year-olds believe humans cause climate change — more than any other age group.
• A surprising 82 percent of Americans say they're still buying green products despite changes in the economy.
• Those who believe climate change is caused by human activity are more likely to have attended college; believe that green transportation or electricity from renewable resources is most beneficial for the environment (rather than recycling or minimal/reduced packaging); and are influenced more in their green purchasing decisions by third-party certifications than by word-of-mouth or manufacturer labels.
• More than half (56 percent) of the people who believe electricity from renewable resources is the most beneficial action for the environment believe humans are causing climate change.

Even Americans who say climate change is naturally occurring, or it still needs to be proven scientifically, are taking steps to help the environment by recycling and using some green products, according to the survey.