Yellow Pages Environmental Forum


“Green.” What’s the Problem?

Posted in Misc Green News by Ken C on July 16, 2008
Tags: , , , ,

Sure, everything you see, read, and hear is about “going green”, being “eco-friendly”, “environmental consensus”, etc. etc. etc. But the bad news is that the average consumer doesn’t have a clue what that really means.

The Shelton Group, a Knoxville, TN based ad agency that is suppose to specialize in energy efficiency and sustainability (now there’s a new twist), recently conducted a national study, the “Eco Pulse”, which asked consumers open-ended and multiple-choice questions about green issues. The findings suggest there is a whole lot of confusion out there.

Some of the major findings:

  • Name which features a home would need to have before they would consider it green? 42% said they didn’t know.
  • While 49% of respondents said a company’s environmental record is important in their purchasing decisions, only 21% used that information when making a product decision. Even worse, only 7% could name the product they purchased.
  • “Given a choice between your comfort, your convenience or the environment, which do you most often choose?” Surprise (NOT). Most Americans put their personal comfort ahead of the environment – 46% chose comfort and 31% chose the environment.
  • We love the media — 40% admitted to negative or ambivalent responses (“skeptical,” “irritated,” “guilty” or “unaffected”) to increased media attention regarding our impact on the environment
  • We only do it to make us look better — when asked why most companies that adopt environmentally friendly practices do so, the most common response (47%) was “to make their company look better to the public.”

The message from this study is it is still early in the development of what “green” is or should be. It does offer all Yellow Page publishers an opportunity to make their print and IYP products a source for the valuable information consumers will need.

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