Submit Content
Get the latest delivered to your inbox
Privacy Policy

GfK Custom Research North America Identifies New 'Age Of Green Pragmatism'

Experts to share insights at 3rd Annual Good and Green(R)...The Green Marketing Conference

Published 11-12-09

Submitted by GfK Custom Research North America

Market research firm GfK Custom Research North America has identified a new "age of green pragmatism," finding Americans' attitudes towards environmentalism is shifting away from altruistic motivations towards more practical drivers such as saving money, health, getting value and promoting safety.

While more consumers are reporting that they are making lasting changes in their environmental behavior, new data from GfK Roper Consulting shows 60% of Americans find green products are still too expensive (up six points from 2006). Additionally, nearly one third (28%) report they are "too busy" to do what it takes to go green.

"Faced with today's muted economy, consumers are looking for more realistic ways to go green through simple cost-cutting and energy-saving practices," says Tim Kenyon, Senior Analyst for GfK Roper Consulting, GfK Custom Research North America's consumer trends division. "In today's climate, it's absolutely essential for marketers to understand the factors that are driving both the adoption of and rejection of eco-action in order to communicate effectively. They must also focus their innovation on making going green easier and cheaper for everyday Americans."

Green experts from GfK will be in Chicago at the 3rd Annual Good and Green®...The Green Marketing Conference on November 17th and 18th. Through a series of presentations, GfK will address several pressing questions facing the environmental marketing community, including the degree to which the economy is affecting green consumption and what consumers expect from businesses vis-a-vis the environment in this climate.

For more information or to register for the conference visit:

About GfK Custom Research North America
Headquartered in New York, GfK Custom Research North America is part of the GfK Group. The GfK Group offers the fundamental knowledge that industry, retailers, services companies and the media need to make market decisions. It delivers a comprehensive range of information and consultancy services in the three business sectors Custom Research, Retail and Technology and Media. The no. 4 market research organization worldwide operates in more than 100 countries and employs over 10,000 staff. In 2008, the GfK Group's sales amounted to EUR 1.2 billion. For further information, follow us:,,

GfK Custom Research North America logo

GfK Custom Research North America

GfK Custom Research North America

Headquartered in New York, GfK Custom Research North America is part of the GfK Group, the world's fourth largest market research company. GfK Custom Research North America combines the global resources of the GfK Group with the local knowledge of North America's leading fact-based consultancies. Beyond our sector-specific experts, specialty practice areas and research center for excellence, we deliver unmatched knowledge designed to help your business grow. By offering access to several of the world's largest databases combined with a full-range of ad-hoc research services, we deliver proven, state-of-the-art solutions developed from a 360° view of your market, including our annual GfK Roper Green Gauge® study, which provides insights into consumer attitudes toward environmental issues.

More from GfK Custom Research North America

Join today and get the latest delivered to your inbox