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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).