Thursday, April 24, 2008

Consumers May Be Growing Tired of 'Green' Label


Green products can mean different things to different people and it's liberally applied now in marketing. We use the term to describe a product that is designed in an environmentally sensitive manner — goods that place an emphasis on the use of sustainable and non-toxic materials, conservation of resources, and respect for human rights and the natural world.

Studies show Americans increasingly seek out and reward companies that offer environmentally and socially responsible products and services, but be careful about using the word "green" to label consumers.

According to a survey from branding firm BBMG, U.S. consumers say the word that helped galvanize the environmental movement may not cut it anymore — to describe either them or the products they're likely to buy.

BBMG's just-released Conscious Consumer Report found that only 18% of Americans self-identify as "green," while 39% prefer "socially responsible," followed by "conscious consumer" (37%) and "environmentally friendly" (34%).

Read more on this study from Sustainable Life Media's Sustainable Brands Weekly Report here.