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A survey of American consumers has found a shift from convenience to conscience, with 9 out of 10 respondents describing themselves as "conscious consumers" and warning business leaders and marketeers: either back your eco-friendly words with socially responsible actions or risk a backlash.
The survey, which is the first major study to combine field observations with a national survey on purchasing behavior and social values, discovered increasingly conscious consumers who are demanding that companies be transparent about their practices and accountable for their impact on people and the planet.
With many companies keen to appear green, consumers expect companies to do more than make eco-friendly claims. Avoiding the green trap means authentically backing your words with socially responsible actions, says Raphael Bemporad, founding partner of BBMG, the branding and marketing agency who conducted the report in conjunction with research partners Global Strategy Group and Bagatto.
According to the BBMG Conscious Consumer Report, nearly 9 in 10 Americans say that the words "conscious consumer" describe them well and that they are more likely to buy from companies that manufacture energy-efficient products (90 per cent), promote health and safety benefits (88 per cent), support fair labor and trade practices (87 per cent), and commit to environment-friendly practices (87 per cent), if products are of equal quality and price.
The companies votes most socially responsible were Whole Foods Market (22 per cent), followed by Newman's Own (19 per cent), Wal-Mart (18 per cent), Burt's Bees (17 per cent), and General Electric, Johnson & Johnson, and Ben & Jerry's (all 16 per cent).
23 November 2007 01:30am
Look for the label!
Less than two months ago we launched ecolabelling.org as a global independent database of ecolabels (there's more than 200 in there already) the site makes it easier for consumers and producers to learn for themselves who is deciding what's green.
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