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??
Ad Age reports that according to a study by Burst Media, while consumers have a high recall of “green advertising,” they really aren’t believing those messages at the same rate. Burst surveyed about 6,000 people age 18 and over about their perception of environmental marketing. While almost three-quarters recall seeing some green ads, more than 20% don’t ever believe them and two-thirds only believe them “sometimes.”
The only group that seems to believe these messages is the core group of 5% of people who identify themselves as “completely green” consumers. In that group better than 40% say advertisers are doing a good job at providing information on green claims.
I noted one interesting comparison on the motives for going green — casual green consumers most often cited “good for the environment” (62%) as their top reason, while the more dedicated eco-oriented said it was “to live a better quality of life” (48%).