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RSSAccording 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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Meaning all of the above, article, and comments have their points, but surveys only give a limited prospective, and in most cases ask only certain questions, not "what ifs" that could be included. In essence, surveys are nothing more than one directional questions. Not creating dialog, and ideas or propositions.
One part of the interview radiated to me "And less than one-quarter of consumers feel they can make a difference when it comes to the environment."
So this clearly means to me, the rest can't... because they have more immediate concerns like economic survival, instead of 'futures" thinking.
The issue today friends is not about the agreement of Green issues, or the mass markets understanding, there is no denying form anyone that has had the opportunity to see the facts, that there is an Ecological Crisis. Its simply that as a society we sway in the direction of the moment, today it is the other Eco which has everyone wondering what the future will be, The Economic future, mostly theirs.
Ecology, Economy both share two main social perspectives, the Socialist, and the Capitalist.
Let's take Ecology, and the general Social prospective for Ecology Salvation. Stop everything, and hug the closets tree... pay 2 x more for Eco safe green products because they don't have the mass production appeal which lessons cost... and for what, self conscious satisfaction? please! Does this approach solve anything?
The Capitalist has the opposite regard to Ecology, Offsetting (confession to clear their conscious) tear down a tree, and plant a tree (which on average takes years to mature to usable levels), use it for substance, and in most cases market gains... save on gas, what give up my SUV?...
So the question is who is right, and who is wrong... thats easy, both...
Its 2008, with 2009 just upon us... it amazes me that the answer which may not be easy is there in front of everyones face... Save the planet, and the economy at the same time... create a duplicatable plan with single focus that contributes to the capitalistic needs everyone has for daily survival, and lifestyle, making a living, etc. And, living the roll of Eco-Consciousness, and at the same time contribute to its financial needs to save forest, buy green, etc...
Not easy, but doable... and more important necessary for everyones future... Economy's recover, Ecology does not... yes Ecology can be fixed, but without mass contribution, especially at the Government levels is a most difficult path. Today, we are all reading this blog post, and commenting on it because of a non polluting (other than bad info) solution the Internet... The Internet is also a key element to the solution to these issues, and of what can be done about them... Fact is we can, and if you truly research the net you will clearly see that green, ecology, and economy solutions are emerging everywhere...
Life is what it is... to survive today we have capitalistic needs... to survive tomorrow we have ecological needs...
Its all about exposure, education, grass roots movements, and global acceptance, leadership, and planned execution... you need to teach people alternative ways to earn, to have the time to care, and do something about the planet...
Sorry if I got lost in the meaning of all involved, but I have over the last three years have been pondering on ways to solve both issue using the Internet as the medium to educate, earn, and spread the word about individual solutions for both sides. Our economis, and or ecology.
peace/dom
I'm glad you published this data. I've been trying to validate marketing messages and platforms that reach out to the "greenies." I had the sense that there existed varying degrees of green-ness but this is just timely and perfect for me as a marketer of a green technology.
Personally, I suspect we have failed to address the unique needs of numerous segments of the world's population (the target market) and until we do so we will see research reports with similar findings.