More Green Marketing

The Wall Street Journal had a special environmental section a few days ago. It had some interesting statistics from a recent US poll such as:

  • 34% of respondents said global warming was a serious problem and immediate action was necessary, up from 29% last year and 23% in 1999
  • An ABC News poll released in 2002 showed that 94% of Americans said they are willing to make changes in their lives to help the environment BUT
  • When asked if they would change their lifestyle if it meant personal inconvenience, only 45% said they would be very willing

Interestingly, US attitudes are well behind that of other countries. For example, 71% of Americans surveyed say that human activity is a significant cause of climate change, compared with 93% of respondents in Spain, 92% in Italy, and 89% in France.

What are we marketers to make of that? I strongly believe that prospects are becoming increasingly aware of environmental concerns and will include environmental considerations in their purchasing decisions. We may be a bit behind the rest of the world but with the huge number of conferences, TV and Wall Street Journal specials, things will change. Do you want to ride this wave before your competitors do?


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