The newly released Green Gap Survey has some information that marketers should be paying attention too. Conducted by the Opinion Research Corporation for Cone LLC and the Boston College Center For Corporate Citizenship, the study talked to over 1000 adults who said that they’re paying attention to the environmental messages that companies are sending. However, the data suggests that the messages aren’t being understood.
Among other findings, the researchers discovered that 48% of respondents believed that a product that is labeled green is having a positive impact on the environment, instead of a less harmful impact. The misunderstanding isn’t necessarily the fault of marketers, but the situation is building towards an eventual consumer backlash. The authors have put together “Five Guidelines for Effective Environmental Marketing” that should be reviewed by green advertising teams everywhere, to ensure the message that is sent out, is the one that is being received.
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