Solarphile

According to a study conducted by the market research firm Yankelovich, only 13 percent of Americans are passionate about environmental issues and 29 percent have virtually no interest at all. Green products represent only a “niche” opportunity, according to the report. Gallup’s annual Environment poll found that only 28% of Americans report that they’ve made “major changes” in their lifestyles to protect the environment.

So, contrary to popular belief, concerns about the environment haven’t yet made it into the hearts and minds of the mainstream population.  Furthermore, environmental concern usually declines when the economy is struggling. The way to get people to buy green still seems to be to focus on saving money or improving health.  For example, most people buy Energy Star rated products, not because they’re greener, but because they save money by using less energy.

The lack of perceived objectivity and validity of environmental claims being made in the marketplace are an increasingly visible barrier to reaching the hearts and minds of the consumer.  We may already be fatigued by all the stories of greenwashing and we’re throwing our hands up in the air, not knowing where to turn to make better choices.  Maybe it’s time to blog about something else already.

Consumer attitudes won’t change overnight.  The opportunity is for marketers (who are brave enough) to generate greater awareness and implement the processes and systems essential to objectively demonstrate the benefits of making the right choices for environmental sustainability.