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:
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)
% of Respondents
Lowest Attitudes & Lowest Behaviors
Unmoved by environmental issues & alarms
Behaviors Higher Than Lower Attitudes
Don't care but doing a few things
Moderate Attitudes & Moderate Behaviors
Aware, concerned, taking steps
Behaviors Lower Than High Attitudes
Talk the talk more than walk the walk
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.