Submitted by BBMG
NEW YORK - March 24, 2009 - Nearly one in four U.S. consumers (23%) say they have "no way of knowing" if a product is green or actually does what it claims, signaling a lack of confidence in green marketing and revealing a widespread "green trust gap," according to the BBMG Conscious Consumer Report: Redefining Value in a New Economy, the second national study on purchasing behavior and social values by branding and marketing agency BBMG.
Consumers' lack of trust does not mean lack of interest. The BBMG report finds that 77 percent of Americans agree that they "can make a positive difference by purchasing products from socially or environmentally responsible companies," and they are actively seeking information to verify green claims. Consumers are most likely to turn to consumer reports (29%), certification seals or labels on products (28%) and the list of ingredients on products (27%) to determine if a product is green and does what it claims. Consumers are least likely to look to statements on product packaging (11%) and company advertising (5%), signaling deep skepticism of company-driven marketing.
"The economic crisis has created a moment of reflection where consumers are redefining what truly matters and evaluating purchases based on both value and values," said Raphael Bemporad, co-founder of BBMG, an agency working at the intersection of branding, sustainability and innovation. "This is a moment for leadership. By delivering on the multiple dimensions of value - price, performance and purpose - brands will be able to close the green trust gap, weather the economic storm and thrive in the sustainable economy of the future."
Findings from the BBMG Conscious Consumer Report (2009):
The BBMG Conscious Consumer Report explores the attitudes, preferences, values and experiences that shape consumer purchasing behavior, brand loyalty and peer-to-peer influence. Conducted by BBMG, in conjunction with research partners Global Strategy Group and Bagatto, the report combines ethnographic research in two U.S. markets (conducted in January and February 2009) with a national survey of 2,000 adults (conducted October 26 - November 6, 2008). The survey margin of error is +/- 2.2 percentage points.
About BBMG: With offices in New York City and San Francisco, BBMG is a nationally-recognized firm dedicated to creating innovative brands that reach, engage and inspire today's increasingly conscious consumers. Clients include ShoreBank, Clif Bar, ONE Drinks, Ceres, Green America, Social Venture Network, among others. 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 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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