With all the impact global warming has had on climate patterns and the ever-increasing coverage on uneasy changes in the earth’s oceans and icelands, one would think that “being green” is no longer about being cool – it’s a necessary choice. Apparently, not yet, not for most Americans surveyed in an Ipsos Reid study.
7 out of 10 Americans surveyed strongly or somewhat agreed that the term “green” was a marketing tactic used by most companies with majority of such beliefs being held by people in the south. The skepticism affects their willingness to spend more on “green” products even if they believed them good for the environment.
In a country where billions of dollars are spent on marketing not-so-worthwhile products and ideas, perhaps more needs to be done to drive home the message that the benefits of being environment-friendly extend beyond business.
– Discounts to customers who make green choices (instead of making them pay more)
– Sponsoring environment-friendly initiatives – greening of urban areas, cleaning of rivers, protecting an endangered species.
– Celebrity endorsement – everything usually makes a lot more sense if a celebrity supports a cause
– Educating the consumer that environmental degradation is not a remote problem but an unwelcome neighbor that’s knocking on our doors.