Green, Sustainability, Natural and Organic
Nature and human life are as various as our several constitutions.
–Henry David Thoreau
Green is the New Black
With the increased public interest in environmental issues and environmental responsibility, partly fueled by—and partly contributing to—an explosion in "green" marketing, being environmentally conscious is all the rage. It's fashionable. Just Google "green chic" and see how many results you get. But fashions change, and rages fade.
Environmental awareness is not a fad, to be sure: it’s here to stay. But there are fad elements that come and go as quickly as last fall's haute couture. Successful green marketing means leveraging the lasting aspects of the environmental movement, and to do that you need someone who has the experience--both with consumers and with environmental research—to be able to get past the green-of-the-week passing fancies and delve into those environmental trends which will endure.
The Myth of the “Green” Consumer
You might think it would be increasingly easy to find good, green-conscious consumers to talk to. You might think that, and you'd be wrong if you did. The fact is that, while America certainly is getting more "green," consumers are moving in that direction not only at varying rates, but also along varying paths.
Years ago, fewer consumers were green-conscious, but they were much more alike one another. They were much easier to identify and much easier to group together. Yes, now there are more green-conscious consumers, but there are many more kinds of green-consciousness. Some people who consider themselves "environmentally friendly" may recycle, others may not; some may buy local while others may buy organic, though for the same ecological reasons; and some may think Global Warming is a fact, while others think it's a myth—but that doesn't necessarily affect how much they care about the environment.
Finding consumers isn't the problem. Finding the right ones for your research is. Through years of work on "green" topics, from organic and natural foods to household CPG to durable goods, we've developed a proprietary method of respondent screening, combining qualitative assessments and quantitative algorithms, to ensure that the respondents you see are the ones who are most relevant to your category and your project.
Breeze Mills and Solar Flowers
The environmental movement is ever changing, and people just can’t keep up. Bottles or cans? Cloth diapers or disposable? Paper, plastic or canvas? Recycled, recyclable, renewable or reusable? The messages that consumers receive are contradictory and constantly in flux, and even the most environmentally committed individuals confess that they often don’t know just what are the best things they can do for the planet. Understanding consumers’ environmental attitudes and behaviors means understanding their confusion: where it comes from, and how it affects their actions.
It’s true for language, too. To one person, “sustainability” means a complex system of living that leaves no lasting impact on the environment. To another it means how long their washing machine will last before they have to shell out for a new one. That’s as of today. We keep up on consumers’ ever-changing usage and understanding of environmental terminology, so we can ask more effective questions and give you more accurate insights.