You’re seeing it everywhere … everyone is jumping on the “green” bandwagon. And it means something entirely different than when Kermit the Frog sang about it. I know that I feel a twinge of guilt when I throw something out that could possibly be recycled. So what do consumers think at this point?
The Center for Media Resarch has found that consumers are not fully embracing the concept as of yet. The messaging is definitely out there in the marketplace, and 37.1% of consumers admitted to frequently recalling what is now becoming known as “green messaging.” So rising awareness is good news, right?
Not so fast. Although the consumer awareness is there, the consumer’s trust is not. Only 12.1% claim to always believe green advertising claims. A whopping 65.3% say they sometimes believe the green claims. However, the consumer is definitely taking the green movement and incorporating it into their own life — 81.9% say they are doing something to make their life more green. Only 12.9% say they are “not green at all.” As far as going completely green, only 5.2% of respondents consider themselves in that bucket.
Not surprising, the number one reason for going green is because it’s good for the environment, and that’s the number one reason specified in this survey. What appeals most to these green groups? The top two are recycling information and healthy recipes. Also popular are alternative energy sources, natural remedies, eco-friendly cleaning products, outdoor recreation, tips for simple living and organic foods.
The majority of people who are trying to live green find their information on the Internet (79.6%). But they seem to be disappointed in what they’re finding. Only 41.6% of people said they would rate the information that they found as average, 20.8% rated the info found as fair, and 17.2% rated info found as poor.
This represents a huge opportunity for marketers if you’re wanting to reach a green or a green aspiring audience. It’s obvious that people are hungry for information and want to do the right thing. Consumers are looking for ways to incorporate “green” into their daily lives, so it is a perfect opportunity for companies to not just offer “green” information about their products/services, but go beyond to educate them.
Let’s face it, if your company is venturing into “greening” your products, you have done research that consumers might not have access to? Share it, with no “sales or marketing” expectations, then consumers will develop a relationship with your company, build trust and eventually will become loyal customers of your company.
Everything in the media, ads lately is about “green” and I believe there is going to be a backlash on “green” marketing. So be smart, educate, provide real information about how to instill a green living, don’t just use “green” as a marketing gimmick - you will be called out, and ignored. That will hurt your bottom line.
