Study – Only Limited Interest in Green Marketing
Environmentally sensitive marketing efforts were the hottest new thing just prior to the start of this current recession. Now though, they are seen as just another niche effort for many companies, this coming from the conclusion of a recent study from OgilvyEarth.
Can you blame the marketers — only 16% of consumers actually respond to green campaigns. Perhaps it is consumers’ perception of what’s driving the green marketing effort. From the company’s press release: “half of Americans think the green and environmentally friendly products are marketed to ‘Crunchy Granola Hippies’ or ‘Rich Elitist Snobs’ rather than ‘Everyday Americans’…. ”
The most telling stats from the study:
- While 82% of Americans have “good green intentions,” only 16% are dedicated to fulfilling them.
- 66% — or “the Middle Green” — are pretty much ignored by marketers.
- Overall, 82% have no clue how to estimate their carbon footprint.
- 70% would rather cure cancer than fix the environment.
Or could it be that consumers are a little smarted than those company marketers give them credit for??