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Sometimes it seems like all adverts today have an environmental angle. Everything from washing powder to 4x4s are marketed as green, and consumers are getting confused by it all. A new report from green technology organisation SustainIT shows that in the technology market in particular, things need to change.
According to the 2007 report, one in three people are confused by the amount of advertising campaigns with a green element, and the same amount feel that technology companies don't back up these claims with real actions -- or 'walk the talk' when it comes to environment.
"Our findings show that consumer technology companies need to take a closer look at how they address the environmental concerns of the public at large or face alienating potential and existing customers," says Professor Michael Hulme, the author of the report.
The research claims that a staggering 80 per cent of the top technology 40 consumer brands are using topics like carbon offsetting in their marketing and communications. This doesn't seem to be getting through to consumers, though -- despite 60 per cent rating themselves as above average in environmental awareness, just under half of consumers do not understand what carbon offsetting or carbon neutral really meant.
And we're sure these are not the only terms that are causing confusion. Many people, for example, do not understand how hybrid cars like the Toyota Prius (pictured) actually work -- the answer is with an efficient (and low emitting) combination of petrol engine and electric motor.
This confusion and doubt over the validity of claims is already having an effect on sales, as one fifth of people overall have already chosen not to buy a certain technology product because of environmental concerns. This figure rises to a huge 50 per cent for those earning a salary over £70,000.
15 December 2007 09:14pm
It isn't that hard though, is it? For example, "carbon offsetting" is where you shell out good money to some bloke who claims he has planted a tree just for you... why isn't it surprising that consumers have trouble believing "green" advertising campaigns? Could it be because they lie a lot?
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