As Earth Day approaches, it’s the perfect opportunity for marketers to explore innovative ways to engage with eco-conscious customers. With a strong and growing interest in sustainable business practices worldwide, green audiences are becoming increasingly influential. In addition to being good for the planet, engaging these customers is great for any brand or organization striving to become more eco-friendly and socially responsible. By taking advantage of this timely event and using appropriate tools, you can create personalized campaigns that will both promote your brand and increase customer loyalty.
Eco-conscious audiences
In this blog post, we’ll cover three eco-conscious audiences to target this Earth Day:
- Solar energy
- GreenAwareTM
- Electric vehicles
Solar energy
Our first eco-conscious audience is Solar energy. Consumers in this audience show an inclination toward harnessing the power of the sun as a clean, renewable energy source. Our audience data can provide valuable insights into the Solar energy consumer base, including their age, education level, occupation, household income, and communication preferences. Let’s explore these metrics to better understand how to reach this group effectively.
Age and living situation
Consumers in our Solar energy audience are more likely to live in a home with two or more adults and are between the ages of 45-74.
Education level and occupation
Consumers in our Solar energy audience are more likely to have graduated from college or graduate school and work in management-level occupations.
Household income
Consumers in our Solar energy audience have household incomes of more than $75,000 and their homes are valued at over $550,000.
Preferred engagement channels
Consumers in our Solar energy audience are most receptive to ads served through digital channels like digital newspapers and email.
Solar energy audience pairings
Consumers in our Solar energy audience also belong to three of our Mosaic® USA groups:
- Power Elite
- Flourishing Families
- Booming with Confidence
Our consumer segmentation portal of 126 million households and 650 lifestyle and interest attributes empowers marketers like you to precisely target your ideal audience and communicate with them on a personal level. Mosaic’s data segments the U.S. into 19 overarching groups and 71 underlying types, giving you the insights needed to anticipate the behavior, attitudes, and preferences of your most profitable customers and communicate with them on their preferred channels, with messaging that resonates.
GreenAware
Our second eco-conscious audience is GreenAware.
GreenAware segments the 126 million U.S. households within Experian Marketing Data into four distinct groups. Each group differs in their attitudes and behaviors toward purchasing products that are environmentally safe and working with companies that are eco-conscious. We created these groups using an enhanced application of traditional statistical clustering techniques based on environmentally relevant measurements in Simmons’ National Consumer Study.
Based on the distinctive mindset of consumers toward the environment, you can learn how environmental concerns fit into their lives through four major consumer segments:
- Eco-Friendly Enthusiasts
- Sustainable Spectators
- Passive Greenies
- Eco Critics
Let’s dive deeper into each group to understand their unique perspective on the environment and how this impacts their attitudes and behaviors.
Eco-Friendly Enthusiasts
This eco-conscious segment prioritizes a green lifestyle and takes pride in avoiding products that harm the planet. With traditional and liberal values, they embrace optimism and prioritize family. With their children out of the house, they take the time for some well-deserved rejuvenation and are committed to a healthy lifestyle. Some members of this group are transitioning into retirement and welcoming a new chapter in their life.
- Mature adults and retirees
- College graduate or more
- Above average income
- May be married or single
- Typically own their homes
Sustainable Spectators
This segment aspires to be more sustainable, but they struggle with translating their green ideas into action. They have a soft spot for a cozy home. While their love for interior design and taking care of their own space is evident, they’re always looking for new experiences and opportunities to learn. Staying healthy and active is a top priority for this group, so it’s no surprise that they’re always looking for ways to stay fit and feel their best.
- Established and mid-life adults
- College graduate or more
- High income
- Typically married
- Likely to own their homes
Passive Greenies
This is the largest and one of the most youthful groups. Known for their love of exploration and self-discovery, they may not have fully embraced eco-conscious behaviors yet, but they are eager to stay current with the latest technology and trends. With their incredible ability to multitask, they’re always on-the-go, and constantly seek the next best thing.
- Mainly young adults and diverse
- Education ranges from high school through some college
- Below average income
- More likely to be single or divorced
- Typically rent
Eco Critics
This group is not likely to be eco-conscious and may have negative attitudes about the environment. They are confident, driven, and focused on their personal growth. They crave instant gratification, seeking out quick and easy solutions to their everyday decisions. They place a high value on entertainment, their social life, and carefully curate their image.
- Young and established adults
- Education ranges from high school through post-graduate studies
- High income
- Married or single
- Typically own their homes
Let’s take a look at how the GreenAware segments stack up against each other in terms of age, household income, education level, and media preference. How do they compare? Let’s find out.
Age
Consumers in the Eco-Friendly Enthusiasts segment are the oldest of the four GreenAware segments – about half of the consumers are 65 or older. Eco Critics are the youngest segment, with over half of consumers in this group between ages 25-44.
Household income
Sustainable Spectators and Eco Critics are the wealthiest GreenAware segments. The average household income of consumers in these segments is above $100,000. Passive Greenies have the lowest household income, with a majority below $50,000.
Education level and occupation
Passive Greenies are more likely to work Blue Collar jobs and have the lowest level of education. As the wealthiest segments, Sustainable Spectators and Eco Critics have the highest levels of college degrees and work in management, business, and financial operations. Eco-Friendly Enthusiasts are the most likely to be retired and out of the workforce.
Preferred engagement channels
- Streaming TV is the preferred engagement channel for all GreenAware segments.
- Eco-Friendly Enthusiasts prefer digital channels like digital newspapers, mobile SMS, and email. They also engage with traditional channels like direct mail and newspaper.
- Passive Greenies have a high preference for digital display, mobile SMS, digital video, broadcast cable TV, and radio.
- Eco Critics have a high preference for digital channels like digital newspapers, mobile SMS, and digital display.
- Sustainable Spectators strongly prefer digital newspapers. They don’t show as strong of a preference for mobile SMS and digital display as Eco Critics and Passive Greenies.
GreenAware audience pairings
Six of our Mosaic groups have at least one GreenAware segment with 10% or more of the population. For more precise targeting, below are suggested Mosaic audiences you can pair with each GreenAware segment:
| Eco-Friendly Enthusiasts | Sustainable Spectators | Passive Greenies | Eco Critics |
| Booming with Confidence | Power Elite | Singles and Starters | Power Elite |
| Autumn Years | Booming with Confidence | Golden Year Guardians | Suburban Style |
| Golden Year Guardians | Singles and Starters |
Electric vehicles
Our third eco-conscious audience is electric vehicles.
Electric vehicles (EVs) are having a major moment in the automotive industry. This is no surprise given that new EV models are being released and an increasing number of charging stations are popping up around the country. As EVs become more prominent, it’s essential to stay up to date on relevant trends to make informed decisions about what lies ahead.
The demand for electric vehicles (EVs) is on the rise
Consumers are embracing the EV revolution, showing their desire for a cleaner, greener future. Automotive marketers are increasingly looking to reach in-market EV shoppers and current alternative fuel vehicle owners due to the growing availability of electric vehicles, improved infrastructure, and rising popularity. In 2022, EVs charged up the market and accounted for a remarkable 6% of new retail registrations.
While Tesla continues to dominate the EV market, Ford, Chevrolet, and Hyundai are starting to compete, each holding more than 3% of the market share of new retail EV registrations.
Geography
Where are we seeing the most new retail EV registrations? The top designated market areas (DMAs) for new retail EV registrations are mostly located in heavily populated, coastal cities like Los Angeles, CA and New York, NY.
The fastest growing DMAs, however, are in smaller cities like Tucson, AZ and Oklahoma City, OK.
Generational demographics
Gen X and Millennials make up the largest percentage of new retail EV buyers at 37.5% and 34.4%. Gen Z and the Silent generation represent the smallest shares at 5% and 2.1%. Boomers hover between Gen X and Millennials’ share and account for 20.6% of new EV retail purchases.
EV audience pairings
Our top five Mosaic groups for new EV buyers include:
- American Royalty
- Cosmopolitan Achievers
- Philanthropic Sophisticates
- Couples with Clout
- Fast Track Couples
How to target consumers in-market for electric vehicles
We offer 70+ audiences that are focused on likely buyers and owners of EV and plug-in hybrid (PHEV) vehicles. We also offer a subset of 28 audiences focused on individual EV/PHEV vehicle models.
Below is how you can find a few of these audiences on-the-shelf of most trusted advertising platforms:
- Autos, Cars, and Trucks > In Market-Fuel Type > Electric
- Autos, Cars, and Trucks > In Market-Fuel Type > Used Electric
- Autos, Cars, and Trucks > In-Market Make and Models > Tesla
- Autos, Cars, and Trucks > In-Market Make and Models > Chevrolet Bolt EV
We can help you reach eco-conscious consumers
Earth Day is a great opportunity to get creative with your marketing efforts with our three eco-conscious audiences: Solar energy, GreenAware, and electric vehicles. To find out how you can add eco-conscious audiences to your marketing plan, contact us.
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If you buy media today, you’re already feeling the shift: the best results don’t always come from broad, open auctions or static “safe site” lists; they’re coming from deals that combine the right data with the right inventory and let algorithms optimize in real time. That’s curation. And when it’s done right, it reduces data and media waste for buyers and raises eCPMs (effective cost per thousand impressions) and win rates for publishers. As part of our Cannes Content Studio series, leaders from Butler/Till, Index Exchange, OpenX, PubMatic, and Yieldmo discuss how curation cuts waste and lifts results. What is real curation? Real curation isn’t “packaging inventory.” It’s a strategic framework built on three pillars: 1. Unique data Privacy-compliant and accurate. 2. Strong supply connections Access to quality inventory from publishers at scale. 3. Optimization tools To measure, refine, and improve performance throughout the campaign lifecycle. 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That moves curation from static allowlists to adaptive logic for greater accuracy, relevance, and speed."Sophia Su Partnerships broaden who influences the buy Curation works when publishers, agencies, data partners, and platforms share signals and KPIs. Horizontal curation (across multiple SSPs) assembles broader, higher-quality reach and resilience, ideal for scale and diversity of supply. Vertical curation (an SSP’s in-house product) provides deep controls within a single exchange, useful for specific inventory strategies. Creative and data now shape supply and demand: better creative decisioning, tested against richer signals, improves outcomes. DSPs remain central for activation and pacing. But the sell-side’s growing intelligence means more accurate inventory routing and signal application before a bid ever fires. "Curation will continue to evolve through deeper data partnerships and expanded use across publishers and agencies, with more sophisticated types of optimization. DSPs will remain critical to activation, even as sell-side decisioning plays a larger role in identifying and shaping the supply to select."Mike McNeeley Curation delivers access and measurable performance Here’s what curated deals are delivering. For buyers ResultType of result36-81%savings on data segments10-70%lower cost per click (CPCs)1.5-3xhigher click-through rates (CTRs)10-30%higher video completion rates For publishers ResultType of result20%bid density118%win rate10%revenue on discovered inventory25%eCRM on incremental impressions Why it works: When data, supply, and optimization are integrated, you reduce waste, surface better impressions, and let algorithms compound your advantage. That’s why curated private marketplaces (PMPs) have grown at ~19% compound annual growth rate (CAGR) since 2019. "Publishers using supply-side curation see ~15% more diverse buyers and 20–25% better performance than buy-side-only targeting. 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In our Ask the Expert Series, we interview leaders from our partner organizations who are helping lead their brands to new heights in AdTech. Today’s interview is with Ben Smith, VP of Product, Data Products at Infillion. Adapting to signal loss What does the Experian–Infillion integration mean for advertisers looking to reach audiences as signals fade? As cookies and mobile identifiers disappear, brands need a new way to find and reach their audiences. The Experian integration strengthens Infillion’s XGraph, a cookieless, interoperable identity graph that supports all major ID frameworks, unifying people and households across devices with privacy compliance, by providing a stronger identity foundation with household- and person-level data. This allows us to connect the dots deterministically and compliantly across devices and channels, including connected TV (CTV). 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About Infillion Infillion is the first fully composable advertising platform, built to solve the challenges of complexity, fragmentation, and opacity in the digital media ecosystem. With MediaMath at its core, Infillion’s modular approach enables advertisers to seamlessly integrate or independently deploy key components—including demand, data, creative, and supply. This flexibility allows brands, agencies, commerce and retail media networks, and resellers to create tailored, high-performance solutions without the constraints of traditional, all-or-nothing legacy systems. Latest posts
Audigent, a part of Experian, was named Microsoft Advertising’s Curator of the Year. The honor recognizes Audigent’s leadership for advancing privacy-safe, sell-side curation that packages high-quality audiences with premium supply for measurable campaign performance. Once only a buzzword, curation has become a mainstream strategy for activating advertisers’ first-party data and streamlining programmatic buying. To recognize this shift and the leaders driving it, Microsoft introduced Curate and established the Curator of the Year award to celebrate excellence in this category. Audigent was recognized for: End-to-end curation from audience planning through activation for outcomes-based, closed-loop programs. Breadth of deal and supply types using unique datasets, real-time supply connections and always-on optimization. Data-driven activation with curation across a large publisher footprint that utilizes Experian marketing data, first-party data, and partner audiences. Audigent’s unique, contextual, and predictive audience data solutions are built into all programmatic media buying. The combination of Audigent’s Real-Time Data and Curation Platform and first-party data, along with Experian identity and optimization, turns real engagement into ready-to-activate audiences. These audiences are available within Microsoft Curate and across omnichannel buying. "Audigent is proud to be named Microsoft Advertising’s Curator of the Year. This is a clear validation of the work our team has done to make curation the new standard in data-driven programmatic activation. We will continue to set the standard by expanding curated deals in Microsoft Curate. This will help maximize efficiency across the bidstream.”Chris Meredith, Head of Supply Side Partnerships Together, Experian and Audigent connect identity to inventory, enabling advertisers to reach the right audiences with precision and scale. By harnessing Experian identity and audience solutions and activating Audigent-curated deals in Microsoft Curate, brands can unlock new levels of efficiency and performance across every programmatic channel. This recognition sets the stage for even greater innovation, collaboration, and results in the year ahead. Ready to design your curated library? Let's connect Latest posts