Consumer Trends: It's Not Easy Being Green

This summer, the color palate that's "in" is one of soothing, gentle tones that designers and consumers alike will find appealing. Throughout the retail landscape, however, shoppers have made it clear that their fondness for "green" — environmentally friendly products — will not change with the latest styles. Americans have grown increasingly concerned about environmental issues, and many demonstrate this sensitivity in their market behavior.

Environmental Fears

RoperASW's Green Gauge Report reveals that worries about pollution have hit a new high, concerns about loss of open space from development have escalated, and an aversion to bioengineered foods is on the rise. A desire to preserve wildlife and natural resources is the growing motivation for environmental protection.

But the top reason Americans cite for taking care of the environment is to protect human health. Americans believe that pollution poses serious threats to their well-being, and 78 percent feel that people in this country are at increased risk for disease due to poor environmental conditions.

While half of all Americans admit that they still "don't get around to making the changes in my lifestyle I know I should," many try to practice environmentally sound habits on a regular basis. Sixty-five percent try to save electricity at home, 51 percent return bottles or cans, 48 percent recycle newspapers, and 26 percent buy products made from or packaged in recycled materials.

Promoting "Green"

This mindset is an invitation to manufacturers and retailers to gain favor with consumers by promoting their environmental responsibility on labels, at retail and through new product development. It encourages marketers to create displays and POP elements that highlight environmentally friendly wares, energy-efficient appliances and "green" goods, in general.

Labels and displays can play an important role in making an environmental statement about your brand. More than half of all Americans say they have purchased a product because the advertising or label indicated that it was environmentally safe or biodegradable. And 27 percent say product packaging is a major source of information about environmental action.

Eco-Friendly vs. High Quality

Though shoppers' purchases are motivated by environmental factors, they are also reluctant to compromise on quality, convenience, reliability or aesthetic appeal when it comes to environmentally safer products. In fact, 41 percent of consumers say they don't buy green products because they fear the eco-friendly versions won't be up to par. Marketers can address these concerns by using in-store demonstrations, by offering free samples or discounted trial sizes, or by making knowledgeable salespeople available.

Americans don't always behave as green as they think they do. Half say they would do more for the environment but don't know how. Convenience remains one of the most powerful drivers of consumer behavior in this country, so make it easy for consumers to recognize green products and experience the product quality — they will both contribute to the success of your eco-marketing.



Joan Treistman is senior vice president for RoperASW, a New York-based market research firm. She can be reached at jtreistman@roperasw. nopworld.com.