This presentation was largely statistical, so here are the numbers. Research geeks, enjoy:
The study was done in the US and U.K. with 3000 adults
2007: 3600+ new green products
45,000+ green/sustainable articles
Economic concerns are growing again – In the US 77% are most concerned about the Economy, vs 17% who are more concerned about the Environment.
Global warming has dropped to third place behind carbon emissions and energy.
Most pressing oil issue is around the price at 47%, with the effect on environment only the most important for 14% of respondents.
As economy worsens, 36% of people turn to government as being responsible and to drive solutions.
Top 10 US Green Brands:
Toms of Maine
Toyota, 7th Generation (tie)
Amtrak came in at #1 in the travel category (taking over from Southwest Airlines)
Consumers have come to understand carbon footprint.
People want to spend more on green shopping choices:
2007 – 44% down to 38% for 2008
35% want to spend the same
Traditional Values continue to drive purchase intent:
Works to cut pollution/ waste
Cares about community
Last on the list – ‘has a green vision for the future’
95% think companies use too much packaging
45% want more recycled materials in packaging
38% want less packaging altogether
Familiarity with key terms
Eco Friendly 89%
83% of people don’t know what “Greenwashing” means
Internet is the #1 source for green product information, across all incomes and demographics.
Apologies if I have mangled any of the stats. Dammit, Jim, I’m a Unicyclist, not a researcher!
One in a series of articles on Lorne’s Sustainable Journey to the Sustainable Brands 08 Conference in Monterey CA. Click here for the full list of sessions, or here for the ‘Fear & Loathing’ road trip journals.
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