ecoAmerica/Blog

Study: For Consumers, Green Is Greenwash

A new study out on the green space today, and covered in the New York Times, confirms other data we've seen that shows consumers are interested in green products and services but that it is essential for businesses to establish trust and credibility.

• Marketing campaigns are seen as just jumping on the bandwagon.  64 % of respondents viewed sustainability efforts as "marketing tools."

How Sustainable Communications Can Help You Survive the Recession - 4/29

There is a tangible opportunity for brands that create effective sustainable communications to stand out in a crowded market. But up until now, the communications industry has not helped to build trust between business and consumers, especially when it comes to communicating sustainability. 

Staying Ahead in Green Business: What Makes You Special?

Jerry Stifelman wrote an interesting piece about how green products have emerged into a previously nonexistent market.

• Because early green products were the first of their kind, they focused on general messaging (good for the planet) instead of creating strong brands based on differentiation.
• Stifelman encourages green products/businesses to create a unique brand alongside the creation of the market, or risk being pushed out by the competition.

Green-Marketing Revolution Defies Economic Downturn

Advertising Age writes that not only are consumers still interested in buying green, but that companies are continuing to launch green products throughout 2009.

• If pace of launches continues, 2009 will have 3x the amount of sustainable products released compared to last year.
•  Interest in green products seems to have spread beyond the LOHAS community to other markets.

Cracking The Green Code

EcoAlign released the report, Cracking the Green Code, which takes a close look at effective communications in the green space.  Most of the company's clients are utilities so those are the consumers that they analyzed.

• Green messaging can be effective for 75% of the U.S. population.
• The report breaks consumers into 3 different types and suggests how communicators can use their values and motivators can be used to connect with them.

Corporate America Continues Emphasis on Sustainability

Despite fear that consumer interest in green will diminish in the current economic environment and evidence supporting and contrary to that fear, corporate marketers and communicators seem to be on track to continue and increase involvement in their sustainability projects.  So, even if consumer interest dampens in the near term because of pocketbook concerns, it seems like the green marketplace will remain and continue to grow.

• 58% of marketers and communication leaders think that their companies will increase their emphasis of corporate sustainability projects.

Earth Day, Green Marketing, and the Polling of America, 2009

Joel Makower, green business whiz, wrote up his third annual analysis of the many green consumer attitude polls that have come out so far this year. 

• The data shows completely inconsistent consumer support for green during the current economic climate.
• Consumers are showing a higher awareness of green in the marketplace.

Consumers Want Proof It's Green

BBMG's recently released Conscious Consumer Report has some data which implies consumers are open to green products/their benefits and are even interested in buying them, but more important than anything else is cost.

• 66% of consumers say price very important in purchase decision
• 67% Americans agree that "even in tough economic times, it is important to purchase products with social and environmental benefits"

Climate Deniers: Working Against Themselves

There are of course, two sides to the climate debate.  On one hand we have climate solutions advocates.  They claim not only that our planet is in grave danger from global warming, but also that solving the problem will make America more prosperous and secure by lowering our costs for energy, creating new domestic industries and jobs, and reducing our dependence on foreign controlled energy.

On the other side are folks who either deny the reality of global warming or the benefits of solving it.  Many of these deniers agree with the science of global warming and recognize the visible impacts, but claim that relying on carbon fuels leads to a healthier, more prosperous and secure America.

Both can’t be right.

Recession Dampens Green Enthusiasm

A new GfK Roper green study sheds some more light on consumer opinion of green during the recession.

• Consumer concern for the environment over the economy fell from 69% in 2007 to 55% in 2008.
• Consumer concern shifted from environmental issues like air, forests and water to energy and resource issues.