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As Eco-Buzz Grows, National Survey Warns Companies of 'Green Trap'
As Eco-Buzz Grows, National Survey Warns Companies of 'Green Trap'
Published 11-06-07
Submitted by BBMG
NEW YORK, NY - November 6, 2007 - America's consumers offer a warning to business leaders and marketers looking to ride the green wave: either back your eco-friendly words with socially responsible actions or risk a backlash. In the first major study to combine field observations with a national survey on purchasing behavior and social values, increasingly conscious consumers are demanding that companies be transparent about their practices and accountable for their impact on people and the planet.
According to the inaugural BBMG Conscious Consumer Report, nearly nine in ten Americans say the words "conscious consumer" describe them well and are more likely to buy from companies that manufacture energy efficient products (90%), promote health and safety benefits (88%), support fair labor and trade practices (87%), and commit to environmentallyfriendly practices (87%), if products are of equal quality and price.
Conducted by branding and marketing agency BBMG, in conjunction with research partners Global Strategy Group and Bagatto, the report combines ethnographic research in three U.S. markets with a national survey of 2,007 adults to reveal how companies can reach, inspire and motivate today's savvy and values-driven consumers.
"In a world of green clutter, conscious consumers expect companies to do more than make eco-friendly claims. They demand transparency and accountability across every level of business practice. Avoiding the green trap means authentically backing your words with socially responsible actions," says Raphael Bemporad, founding partner of BBMG.
Findings From BBMG Conscious Consumer Report
"Americans think before they buy. Our poll reveals that many consumers are evaluating the social and economic impact of their purchases on the world in which they live. They tend to prefer to buy from companies that reflect their values and are increasingly likely to buy from companies that demonstrate they are good for people and the planet," said Jeffrey Pollock, president of Global Strategy Group.
Ethnography Reveals Five Values That Drive Conscious Consumers
The BBMG Conscious Consumer Report combines national survey data with in-depth ethnographies of self-identified conscious consumers in three U.S. markets. From seeking natural, unmodified products to buying locally to rewarding companies that demonstrate socially responsible practices, the ethnography reveals five core values that drive the conscious consumer: health and safety, honesty, convenience, relationships and doing good.
"Americans are increasingly guided by a series of core values that directly shape their purchasing behavior," said David Lubensky, founder of Bagatto. "While consumers continue to prioritize personal and practical concerns like health, safety, price and quality, they are also looking to make a difference in the world."
For the ethnography, Bagatto conducted extensive observations and interviews with 24 single males, single females, married couples with no children, married couples with children and empty nesters in Lawrence, KS; Long Island, NY; and around Livermore, CA in August 2007. Global Strategy Group conducted the national online survey of 2,007 adults between September 11-17, 2007. The margin of error is +/- 2.2 percentage points.
About BBMG: Based in New York City and San Francisco, BBMG is a branding and integrated marketing agency dedicated to helping socially-minded organizations harness the laws of branding to stand out, build relationships, win loyalty and inspire action. www.bbmg.com
About Global Strategy Group: Global Strategy Group is a leading strategic research firm specializing in identifying the underlying factors that impact consumer and voter attitudes and behavior. www.globalstrategygroup.com
About Bagatto: Bagatto is a Customer Insights Consultancy specializing in customer focused business, product, and service design research and strategy. www.bagatto.net
BBMG
BBMG
BBMG is a brand and social innovation consultancy dedicated to creating business growth and positive social impact. We’re strategic creatives and creative strategists, culture experts and design thinkers. We build brands with purpose that are relevant to a new generation and resilient for the fast, transparent and volatile world we live in today. To learn more about how we build brands for humans, visit www.bbmg.com.
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