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What's Green and Who to Trust?

Consumer confusion on what is green and who to trust was the major theme of the market researchers presenting at the Sustainable Brands 2010 conference.

The positive news is that, as declared by Suzzane Shelton founder of Shelton Group, going green has “gone mainstream” with 64% of the population now actively looking for green products. Supporting this conclusion was Linda Gilbert, President of Ecofocus Worldwide. She reported, “87% of Americans say it doesn’t matter if you believe in global warming, we have to change how we impact the environment.” Conference presenters poured out insightful terms and phrases defining the emerging green consumer’s buying behavior including “Recycling Republicans,” “Eco-moms” and “A healthier planet a healthier me.”

Gwynne Rogers, of Natural Marketing Institute outlined market research identifying the “Drifters-group” as a key consumer group due to their numbers (1/4 of all consumers) and their dramatic shift into buying green. 65% of Drifters have reduced their use of plastic water bottles compared to 33% of the LOHAS (Lifestyles of Health and Sustainability) market segment. Drifters have also increased by 50% their purchase of natural household products; double the size of the general public’s (25%). Significantly, Drifters are becoming less price-sensitive to buying green as they become more engaged in demonstrating their commitment to being “in” with being green. Insightfully, Rogers noted that quick sound bites, simple messaging and “flash” connects best with Drifters that look to Good Morning America, the Today Show and 60 Minutes as their information resources.

Yet, while consumers want to go green they are thirsting for trust. They are now questioning once trusted brands like Kellogg that has been fined by the FDA for over representing the nutritional claims of their cereals. Angrily, one speaker challenged out loud, “How much longer will Kellogg continue their wasteful packaging practices of placing their cereals in a bag that they place inside a box that is twice the size of the bag of cereal contained inside?”

This consumer confusion over what is green and who to trust has resulted in a green branding void. Shelton noted that consumers could name Energy Star as a trusted logo. But they cannot name a consumer electronic brand or company that is green. Shelton’s market research also revealed that while consumers do recognize the concept of a “green home” they could not name a single design feature that would be included in a green home. Several speakers spoke to the consumer’s uncertainty regarding the distinction between a food that is organic versus one that is natural or how consumers cannot correctly identify the name of a harmful chemical.

Finally, consumers are confused on which companies are really green. Market research found that consumers view Starbucks as less sustainable than Wendy’s while sustainability experts rank Starbucks as a leader among retailers in adopting sustainable business practices. Similarly, sustainability experts rank Unilever as world class in their adoption of sustainable practices but consumers cannot name a Unilever green product. In contrast, Clorox has grown their Green Works product line to a $100 million annual revenue brand and Cohn & Wolfe’s recent survey ranked Clorox’s Burt’s Bees as the most recognized green brand in America.

From this consumer confusion every market researcher at the conference saw tremendous business opportunities for those companies that can successfully build a green brand trust-connection with the consumer. The same concepts of trust, reputation and product performance that attract consumers to our historical brand leaders are what the experts say will attract a consumer to a green brand. As Gilbert exhorted, “Step up and do it for them” by building green brands that make choosing to buy green easy, convenient and affordable. And speaker after speaker focused upon making the brand personal. Consumers are going green not to save the world. They are going green to benefit their health, wellness and to save money.

In summary, market research says consumers are:

Fearful. They view their health, and those of their children, as being threatened by imported Chinese toys laced with lead and McDonald’s Shrek cups imprinted with cadmium. Consumers demand the peace of mind that what they are buying is not a health risk to them or their loved ones. Searching. They are trying to figure out what foods promote their wellness. They are looking for ways to create home indoor air quality that promotes the wellness of their families. They are looking at labels and finding them lacking due to their ability to answer their wellness questions in a manner that is easy to understand and that is supported with credible, trustworthy documentation.

Seeking Value. Consumers expect to achieve pocket book value from buying green. They are buying CFL lights to save money. They are investing in solar to protect themselves against future price increases by their utility company. Saving money is one of the top three reasons a consumer buys a Prius.

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