People Don't Care if Your Marketing is 'Green'

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If your planning on playing the green card (not the immigration one) in our marketing, you might not want to bother. A recent study from Landor Associates finds 58 percent of people don't give a crap about environmentally friendly practices such as recycling, social responsibility or the use of natural and organic ingredients. The study only surveyed 510 people over 18, hardly a representative sample of the country, but indicative of America's environmentally lazy attitude. The only ting that will force people to give a crap about this is to force every town in America to deal with their own wast rather than ship it off to some far away "transfer station." Oh wait. We tried that.

by Steve Hall    Jul- 7-06   Click to Comment   
Topic: Research   

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Comments

Of course that also means that 40% of the sample DO consider environmental issues somewhat important. Not an insignificant percentage.

Posted by: martygearbox on July 7, 2006 9:30 PM

True that 40% do consider environmental issues but I doubt that many of them let environmental issues drive their purchase behavior. It's the same with general corporate responsibility. People buy what's cheapest, not what's sold by the most responsible company that takes the best care of its employees and the environment. People don't want to sacrifice for anything. Look at all the people that drive gas guzzlers regardless of security or environmental issues. It's sad but true that we're a generally selfish bunch.

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Posted by: Atul on July 7, 2006 9:50 PM

This post is ridiculous.

Might as well say that people don't buy cars because they have a high safety rating or breakfast cereal because it's healthy.

A "green" product will appeal more to certain consumers sensibilities and will influence some purchase decisions. Even if it's an add by an American auto company claiming that mid-30 fuel efficiency is "being green".

And the best part is that "greeness" is often a win-win. No one is going to avoid a product solely because it is marketed as being "green".

Posted by: Gruff on July 8, 2006 2:37 AM

Atul I would agree with you. In this house we never pay any attention to a product being "green." Price is the big factor, as is the old "I want it." On Monday when the city trash trucks start their rounds with three or four different trucks for different types of trash less then half of this block will play along. As for cars and trucks I haven't changed from what I drove two years ago. "I want" to drive the truck because "I like it."

Posted by: Roy on July 8, 2006 9:05 AM

Still, that's no reason for companies to stop thinking about going green. Even if marketing one's greenness may not be effective, that doesn't mean companies should stop providing eco-friendly products.

Posted by: Lynn on July 17, 2006 10:55 AM







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