 Nov. 18, 2008 - One in two U.S. consumers say they feel a personal responsibility to make more climate-friendly choices - but they want the makers of polluting products to pick up the tab, according to a new survey.
The 5th edition of the EcoPinion Survey, conducted by EcoAlign, finds that nearly three quarters (72%) of consumers feel reducing climate change is important, while 46% agree that individual citizens have the primary responsibility to reduce climate change.
However, less than half (41%) indicate any sort of confidence that their individual actions (i.e. buying green products or services) can impact climate change.
When given options to choose how they can reduce climate change, the majority of respondents choose activities that help them conserve or cut back, rather than activities that include investing in greener alternatives. For example, 92% percent of respondents say they will most likely recycle product packaging versus 8% who say they will buy products that have organic packaging but cost more.
Though most consumers feel that they have an individual responsibility to
manage impacts associated with climate change, a resounding 61% say "higher penalties on companies that contribute to climate change" is the best way for society to pay for the costs of managing climate change. Other options do not even come close with at least a 46% gap between that and any other choice given. See graph below.
The report advises that the primary challenge to marketers of green products and services is one of value creation. The findings point clearly to the need for corporations to take action by "developing, executing, and communicating a roadmap of internal sustainable actions and measures," it says.
The report highlights three practical recommendations for targeting and engaging the broad spectrum of consumers in mitigating climate change.
- While Americans are joined in the importance of reducing climate change, they are divided on the answers of how to mitigate the issue. Broad-sweeping marketing campaigns will do little to join such divisive groups. Segmentation remains critical in reaching specific audiences.
- Messaging must not only be tailored and targeted to segmented audiences but must appeal to individuals emotionally. EcoAlign suggests practicing “cell activation marketing”, focusing on activating cells of believers in various critical audiences – the key groups that will become the catalyst for change and the promoters of transformation.
- Getting the right messenger is as important as targeting the right message. The most effective messengers are those individuals who are leading by example in regard to their own actions and firmly belong to the segmented group.
To register and download the report, click here. |
