In recognition of Earth Day, Acxiom analyzed 1.4 million individuals, approximately 1% of its vast data repository, to gauge environmental consciousness and understand how people participate in endeavors to go green.

1. A By-the-Numbers Look at HowAmericansGo Green
We’re All in this Together

2. In recognition of Earth Day…
Acxiom analyzed 1.4 million individuals,
approximately 1% of its vast data repository,
to gauge environmental consciousness and
understand how people participate in
endeavors to go green.
The analysis was supplemented with data
from the National Survey on Energy and the
Environment (NSEE)
http://doi.org/10.3886/E4392V10

3. Overall, Americans strongly support environmental activity
Acxiom Sample File: Level of Involvement in Environmental Causes
Most of us are very likely to participate.We’ll
make a donation to a green cause or perhaps
attend a rally.
While fewer Americans are willing to assume
leadership roles in environmental organizations,
nearly as many are very likely to as not likely.
Participation in Environmental
Groups/Causes (n=1,441,149)
Took Active Role in Environmental Cause in
PastYear(n=1,441,149)

4. A January 2017 Pew
Research Center study of
1,500 adults found that…
favor prioritization of alternative
energy development
favor fossil fuel exploration
and production.
65%
27%
while only

5. In different ways,
most of us do our part.
Support for green causes varies by…
Age
Income
Other Factors
Education Level

6. For example…

7. Boomers stand out both as green participants and leaders.
80% of Boomers are much more likely
to participate than Millennials and
GenXers.
35% of Boomers are much more likely to
take on leadership responsibilities vs 28%
for GenXers and 26% for Millennials.
Participation in Environmental
Groups/Causes - Generation
Took Active Role in Environmental Cause
in Past Year - Generation
Percentofpersons

8. YES to Green Energy
Millennials
say….

9. Americans 18-29
take the strongest stands on:

10. Support for Natural-Gas Fired
Electricity
Rabe, B., & Borick, C. (2017-02-01). National Surveys on Energy and Environment [United States]: Fall-2015-NSEE: F2015-NSEE-pud.csv [Data set].
Ann Arbor, MI: Inter-university Consortium of Political and Social Research [distributor].
http://doi.org/10.3886/E4391V10
Persistent URL: http://doi.org/10.3886/E4391V10
Support Increasing Use of Natural Gas-Fired
Electricity inYour State1
1Question asked only in fall 2015 survey (n=911)
Percentofpersons

11. Support for Solar Energy
Rabe, B., & Borick, C. (2017-02-01). National Surveys on Energy and Environment [United States]: Fall-2015-NSEE: F2015-NSEE-pud.csv [Data set].
Ann Arbor, MI: Inter-university Consortium of Political and Social Research [distributor].
http://doi.org/10.3886/E4391V10
Persistent URL: http://doi.org/10.3886/E4391V10
Support Increasing Use of Solar Energy
inYour State?1
1Question asked only in fall 2015 survey (n=911)
Percentofpersons

12. Support for Wind Energy
Rabe, B., & Borick, C. (2017-02-01). National Surveys on Energy and Environment [United States]: Fall-2015-NSEE: F2015-NSEE-pud.csv [Data set].
Ann Arbor, MI: Inter-university Consortium of Political and Social Research [distributor].
http://doi.org/10.3886/E4391V10
Persistent URL: http://doi.org/10.3886/E4391V10
Support Increasing Use ofWind Energy
inYour State?1
1Question asked only in fall 2015 survey (n=911)
Percentofpersons

13. Ridesharing
Source: http://govugo.com/rideshare-passenger-demographics

14. TOP 10most popular destinations for ridesharers…
Restaurants/
Food Venues
Tourist
Attractions
Home Workplace Bars
Retail
Stores
Doctors’
Office &
Hospitals
Bus & Transit
Stations
Airports Fitness
Clubs
http://govugo.com/rideshare-passenger-demographics/
Source: http://govugo.com/rideshare-passenger-demographics

15. People with more education tend to be more involved,
but….
Participation in Environmental
Groups/Causes by Education
Took Active Role in Environmental Cause in
PastYear by Education
More than 95% of people with a graduate school education are very likely to participate,
with 45% very likely to take active roles
Percentofpersons

16. As activists, people with vocational/tech education edge
out college grads
Took Active Role in Environmental Cause in
PastYear by Education
Vocational/Technical:
40% very likely to
take active roles.
College grads:
38% very likely to
take active roles.
Percentofpersons

17. Plus, more money = more participation,
but not leadership
Participation in Environmental
Groups/Causes by Income
93% of people with $100K+ salaries are
very likely to participate in helping the planet.
Percentofpersons

18. Took Active Role in Environmental Cause in
PastYear by Income
68% of folks making $20-29,999K are somewhat or very likely to be in positions of leadership.
Only 62% of people making $125K+ are likely to take on leadership roles.
Percentofpersons
Plus, more money = more participation,
but not leadership

19. The Northwest leans green (no shocker), but guess which
region beats out California for leadership?
98% of the Northwest is very
likely to participate in green
activity, compared to 88% in
California.
45% of people in the East are very likely
to play leadership roles compared
to 35% of Californians.
Participation in Environmental
Groups/Causes by Region
Took Active Role in Environmental Cause
in Past Year by Region
Percentofpersons

20. How We Measure Up
Overall?
Individuals and businesses in the US
are doing their part across various
clean energy initiatives.
The numbers speak to how
we are all in this together.

21. For example…

22. According to the Solar Energies Industry Association (SEIA):
Home and Business Commitments
to Solar Energy
The solar energy installed on US
corporations and businesses is enough
to power 193,000 homes (approx. 2% of
installed solar power)
The US currently has 42.4
gigawatts of solar installed –
enough to power 8.3 million
homes
One million solar installations
are residential (approx. 12% of
installed solar power)
A 2016 Pew Research Center study found that 87% of homeowners would consider solar to help the
environment versus 60% who would consider it for the solar tax credit.

23. Purchase of Electric Vehicles and the Business
Response to this Trend
Source: http://www.afdc.energy.gov/data/10567
Source: http://www.afdc.energy.gov/data/10332
#VehiclesSold
%VehiclesSoldSince
2011
EVs Sold Pcv EVs Sold to Date
ElectricVehicles Sold
YoY Charging Station Growth
Electric Growth E85 Growth Other Growth
Count of Charging Stations
Electric Growth E85 Growth Other Growth

24. According to Resource Recycling, households generate about
871 pounds of recyclables each year.
Residential Recycling: Still Making
Strides
Only 44% of single family
homes have a recycling cart
for curbside pick-up
Only about 357 pounds of
recyclables are recovered
each year through curb side
recycling programs (41% of
recycling potential)
Carts brought in over 100
more pounds of
recyclable materials than
bins
The EPA found that 42% of 3,360 megatons of generated electronics were recycled in 2014, up 4
percentage points from the previous year.
Recyclable collections for
multifamily homes is
underserved, with little
consistency in its
collections

25. From the individual who recycles to the corporations that re-engineer their plants
and office buildings with solar technologies, it is apparent that our environmental
consciousness has been transformed into action in recent decades.
Americans’ efforts to go green are multi-dimensional and span a range of
demographic groups. Even across regions, we demonstrate in our attitudes,
willingness to take on leadership roles, sensibilities around green energy
technologies, and embrace of ridesharing services, the commitment to improve the
environment and leave it in better shape for the generations that follow. Here’s to
hoping we keep moving forward in this endeavor. Go Green!

26. References
Kennedy, Brian. “Americans strongly favor expanding solar power to help address costs and environmental concerns” (October 5,
2016), http://www.pewresearch.org/fact-tank/2016/10/05/americans-strongly-favor-expanding-solar-power-to-help-address-costs-
and-environmental-concerns/
____________. “Two-thirds of Americans give priority to developing alternative energy over fossil fuels.” (January 23, 2017).
http://www.pewresearch.org/fact-tank/2017/01/23/two-thirds-of-americans-give-priority-to-developing-alternative-energy-over-fossil-
fuels/
Mouw, Scott and Rob Taylor, “Seeing the Peak,” (June 12, 2016), https://resource-recycling.com/recycling/2016/06/12/seeing-the-peak/
NSEE - NSEE is a longitudinal study conducted by the Inter-university Consortium on Political and Social Research (ICPSR) at the
University of Michigan. The study commenced in fall 2008 and “includes twice per year national opinion surveys on issues directly
related to climate change, as well as other surveys conducted on a range of topics such as hydraulic fracturing ("fracking"), the Great
Lakes, and wider issues on energy and the environment.” http://doi.org/10.3886/E4392V10.
Solar Energies Industry Administration. “US Solar Market Insight.” (March 9, 2017) http://www.seia.org/research-resources/us-solar-
market-insight
_______________________________. “Solar Means Business 2016 Cheat Sheet.” http://www.seia.org/research-resources/solar-means-
business-2016-cheat-sheet
The Recycling Partnership, “The 2016 State of Curbside Report,”
https://therecyclingpartnership.app.box.com/s/i0wvano7hi3dr3ivqxv689y4zzo583l2
U.S. Alternative Fuels Data Center. “US Alternative Fueling Stations by Fuel Type.” http://www.afdc.energy.gov/data/10332
___________________________. “US Plug-in Electric Vehicle Sales by Model.” http://www.afdc.energy.gov/data/10567
U.S. Environmental Protection Agency Office of Resource Conservation and Recovery, “Electronic Products Generation and Recycling
in the United States 2013 and 2014” (December 2016, https://www.epa.gov/sites/production/files/2016-
12/documents/electronic_products_generation_and_recycling_2013_2014_11282016_508.pdf
Vugo. “Uber Passengers: Who They Are and Where They Travel.” http://govugo.com/rideshare-passenger-demographics/

27. Acxiom provides the data foundation for the world’s best marketers.
We enable people-based marketing everywhere through a simple, open
approach to connecting systems and data that drives seamless customer
experiences and higher ROI.A leader in identity and ethical data use for more
than 45 years, Acxiom helps thousands of clients and partners around the
globe work together to create a world where all marketing is relevant. For
more information, visit Acxiom.com.