Survey: most green marketing misses the mainstream

Survey: most green marketing misses the mainstream

By Jake Thomas

A new study finds most efforts to motivate consumers to green their behavior are falling flat, and another finds that just under half of shoppers are inclined to buy items made from recycled materials, but most won't put it in the recycling bin when they are done with it.

A study by OglivyEarth [1] suggests that most marketing aimed at encouraging consumers to make greener choices is not only not working, but is hardening perceptions that such concerns are for the rich and individuals belonging to a fringe cultural stereotype. The study found that 82 percent of Americans "have good green intentions."

However, only 16 percent actually walk their talk. The report refers to this segment of the population as "Super Greens." The authors of the study dub the middle 66 percent, which is concerned about the environment, but won't take action, the "Middle Green."

The study argues that this breakdown could be a big problem for many large companies that are staking their futures on offering greener products and services, and makes a number of suggestions aimed at helping reach the "Middle Green." It recommends that marketers "restrain the urge to make going green feel cool or different and make it normal," citing concerns from consumers that making environmentally-conscious decisions are for "rich elitist snobs" or "crunchy granola hippies" and not "everyday Americans."

It also encourages marketers to highlight the practical benefits of green choices, while making them more affordable. Additionally, the report's authors encourage companies to "bribe shamelessly," pointing specifically to Recyclebank's rewards program.

Another survey by Perception Research Services [2] also paints a discouraging picture of American consumer behavior, showing that only 38 percent of shoppers feel that they should be responsible for recycling packaging, down from 42 percent in 2009.

Additionally, the survey found that 36 percent of consumers expected environmentally-friendly packaging to cost more, with 51 percent expressing a willingness to pay for it and 69 percent saying that it shouldn't cost more.

Interestingly, while only 28 percent of respondents said they like to choose more environmentally-friendly packaging, only 48 percent thought manufacturers should produce more of it and nearly a third thought the government should impose more environmental standards for packaging.

Additionally, shoppers reported that seeing a "made from recycled materials" claim on a product makes them more interested in buying it, but only 17 percent said they check to see if a package is recyclable before heading to the checkout stand. However, only one-third report that they generally do not recycle packaging.

"It's becoming clear that while consumers may voice concern for the environment, most appear unwilling — at the moment — to make any major sacrifices to make a difference. They'd rather rely on manufacturers to provide products and packaging that they can feel good about, without changing their behavior, giving up performance, or paying more," said Jonathan Asher, senior vice president of PRS in a prepared statement.

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