How Green Is My Marketing
Nielsen Online recently released findings which finds that protecting the environment has become increasingly important to consumers, with online
buzz around sustainability growing 50 percent in 2007. While early in the year discussion was dominated by the topic of global warming, bloggers progressively addressed a wider variety of
green-related issues, with a particular emphasis on personal action such as recycling, avoiding excess packaging, and carpooling.
Jessica Hogue, research director, Nielsen Online, said
"...consumers are becoming increasingly vocal online about the issue of sustainability... Blogger attention to... issues like pollution, toxins and sustainable agriculture reveal an
important intersection between personal health and environmental wellness."
Top 10 Sustainability Topics for 2007 |
Topic | Buzz Trend:
Increasing or Declining |
Global Warming/Climate Change | - |
Renewable Energy/Alternative Fuels | + |
Resource Conservation | + |
Recycle/Reuse | + |
Carbon Emissions | -
|
Pollution | + |
Organics | - |
Toxins | + |
Packaging/Plastic | + |
Transportation (hybrids, carpooling) | + |
Source: Nielsen Online, BuzzMetrics |
Note: Topics are ranked by number of messages among sustainability bloggers from
1/1/07 to 12/31/07, with the Buzz trend reflecting change from 1/1/07 to 12/31/07. |
Discovery Channel's TreeHugger led the top sustainability blogs
for 2007
Top 5 Sustainability Blogs for 2007 |
Blog | Sustainability Messages |
TreeHugger
| 4,612 |
Worldchanging | 738 |
Biopact | 722 |
The Oil Drum | 706 |
The Alternative Consumer | 698 |
Source: Nielsen Online, BuzzMetrics | |
Not only are consumers looking for practical steps they can take to
reduce personal environmental impact, but they are also holding corporations accountable for action and results, says the report. Bloggers are quick to condemn "greenwashing" -
when they suspect companies misrepresent their environmental impact with aggressive PR campaigns - as spurious attempts to be "green." Consumers expect consistency in
action and authentic and transparent messaging.
Top 5 Greenwashing
Topics |
Greenwashing Topic | Percent of Discussion |
Contradictory Actions | 25% |
Incongruous with
Company/Industry | 21% |
False/Misleading Comments | 19% |
Seek Regulated Oversight | 18% |
General Suspicion | 17% |
Source: Nielsen Online, BuzzMetrics |
The Nielsen Online analysis showed that similar environmental initiatives can provoke different consumer responses depending on a company's reputation and history.
In the retail sector, says the study, while Wal-Mart and Target both introduced reusable shopping bags, some consumers voiced skepticism towards Wal-Mart because of its association with
environmental, labor, and health care issues.
Hogue said "When it comes to the environment, consumers are insisting on both transparency and consistency from the corporations they
patronize... Consumer support depends on action as well as perceived sincerity and commitment."
For more information, please visit Nielsen
Online here.