There is a new wave of environmental consumers I like to call Pocketbook Environmentalists. They're going green primarily because it makes good financial sense, but the fact that it benefits their families' health and the environment also makes them feel good.

The quote "There is a new wave of environmental consumers I like to call Pocketbook Environmentalists. They're going green primarily because it makes good financial sense, but the fact that it benefits their families' health and the environment also makes them feel good" by Lynn Jurich reflects a shift in consumer behavior where individuals are motivated to adopt sustainable practices not just for ethical reasons but also for financial benefits. Jurich highlights a new group of consumers who are choosing eco-friendly products and practices because they see them as more cost-effective in the long run, while also contributing positively to their health and the environment.

The origin of this quote comes from Jurich’s work in the renewable energy sector, particularly with her involvement in Sunrun, a company focused on solar energy. Jurich is pointing out how sustainability is increasingly becoming a priority for consumers not only for its ethical and environmental value but because it also offers practical financial advantages. The term "Pocketbook Environmentalists" refers to people who may not initially prioritize environmental concerns but are drawn to green solutions because they offer savings on energy costs and improve their overall financial well-being.

Jurich’s quote underscores the growing trend of people making environmentally conscious decisions based on the economic benefits they provide. These consumers may choose solar panels, energy-efficient appliances, or green energy plans because they recognize the long-term savings and increased home value, in addition to the environmental and health benefits. This reflects a shift in the narrative around sustainability, where financial motivations are increasingly intertwined with concerns for the planet.

In essence, Jurich’s quote emphasizes the evolving nature of consumer behavior, where economic incentives align with environmental responsibility. It suggests that as eco-friendly products and solutions become more financially accessible and beneficial, a wider audience will adopt green practices, creating a positive feedback loop where sustainability and economic savings go hand in hand.