July 16, 2008 - PR firm Porter Novelli has identified a small group of trend-setting consumers - dubbed "greenfluencers" - who are actively nudging their vast social networks toward environmentally preferable products.

Such individuals are "crucial stakeholders for companies," according to the report, because they act as go-to advice-givers for mainstream consumers who are too busy or lack the motivation to research green products and services on their own.

So who are the greenfluencers? Researchers began with a sample of more than 11,000 Americans, narrowing down to a group of 484 who both factor environmental awareness into their purchasing behavior and are highly active in a social networks. Common characteristics of this small but influential group include the following:

• They're younger. The majority of greenfluencers fall into the under-35 age bracket.
• They're technologically saavy. Greenfluencers are heavily involved with new media and are often the first to adopt new technologies and gadgets.
• They're more highly educated and tend to earn more.

Brands should pay very close attention to what greenfluencers are saying because "they have the ability to promote or skewer a company's claim of environmental responsibility," the report concludes.

To learn more about greenfluencers - and how you can reach out to them more effectively - download the full report here (PDF).