Does "Green" Matter?

Take a look at this study:

Green Not Consumers GO Button

According to a recent Yankelovich survey, Going Green, of 2,763 consumers and their environmental attitudes, only 34% of consumers feel much more concerned about environmental issues today than a year ago. And less than one-quarter of consumers feel they can make a difference when it comes to the environment.

J. Walker Smith, president of Yankelovich, concludes that "While (consumers) are highly aware of environmental issues due to the glut of media attention... 'going green' in their everyday life is simply not a big concern or a high priority."

Even though Al Gore's book, An Inconvenient Truth, received widespread acclaim from media and scientists alike, 82% of consumers neither saw the film nor read it, says the study.

Mr. Smith asserts that consumers are far more knowledgeable about green than they're generally given credit for. Al Gore's "10 Myths" in An Inconvenient Truth are not considered myths by consumers at all. According to the Survey:

• Only 7% of consumers believe Gore's "Myth" that it's already too late to do something about climate change
• Only 4% believe global warming is a good thing
• Only 8% agree that the warming that scientists are recording is just the effect of cities trapping heat rather than anything to do with greenhouse gases

Smith says that companies can exploit the "green-ness" of their products since the environment does represent a niche opportunity in the marketplace, with just over 30 million Americans (13% of the 234 million people 16+) "strongly concerned" about it. Smith posits that it makes sense to try and leverage the ‘new and improved' green product to consumers.

The Yankelovich Marketing Action Framework illustrates the degree to which all consumers - from "Green-less" to "Green-Enthusiasts" - are currently likely to buy a product based on its green features.

Green Marketing Action Framework (Yankelovich)
Consumer Category	% of Respondents	Mindset	Position
Greenless	29%	Lowest Attitudes & Lowest Behaviors	Unmoved by environmental issues & alarms
Greenbits	19%	Behaviors Higher Than Lower Attitudes	Don't care but doing a few things
Greensteps	25%	Moderate Attitudes & Moderate Behaviors	Aware, concerned, taking steps
Greenspeaks	15%	Behaviors Lower Than High Attitudes	Talk the talk more than walk the walk
Greenthusiasts	13%	Highest Attitudes & Highest Behaviors	Environment is a passionate concern
Source: Yankelovich Going green, July 2008

Smith suggest that marketers "... employ behavioral tactics that move consumers up the continuum to greater levels of ‘green-ness'... (vs.) focusing on these segments in isolation... "

For more information about the study, please visit Bliss Public Relations here.

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