North America
New Report: American Consumers Lead the World in Environmental Skepticism
Consumers Globally Exhibit Different Attitudes and Behaviors on
Green Living in Five Distinct Population Segments
NEW YORK, September 22, 2010 – The United States is one of the more environmentally cynical nations in the world with only 62% of the population believing that environmental pollution is a serious issue according to the findings from the new Green Gauge Global report from GfK Roper Consulting, a division of GfK Custom Research North America. This ranks the US 24th out of 25
markets around the world – close to dead last.
The GfK Roper Green Gauge® Global report, which examines the green habits of 36,000 consumers in 25 countries worldwide, found that American consumers are also skeptical about the cost and efficacy of green products and their impact on the environment. Approximately two in three Americans perceive green products to be too costly and one-third believes they don’t work as well as
"regular” products.
In the USA, these numbers also represent a dramatic increase from just two years ago.
"In the US and around the world, marketers are being challenged by consumers to produce better green products that don’t cost too much. To that end, marketers need to be cognizant of the distinctive perceptions and attitudes about green products in order to convey these products as a smart, pragmatic purchase,” said Timothy Kenyon, Director of the GfK Roper Green Gauge study
at GfK Custom Research North America.
The report also identifies five distinct groups of environmental consumers ranging from the critical, "Jaded” category, who tend to exhibit the least concern about the environment, to the "Green inDeed,” the group of consumers who are not only green in their lifestyles but advocate for others to become environmentally responsible as well.
Between these segments lie the "Carbon Cultured,” consumers who are concerned about the environment, yet their green behaviors tend to lag a bit, as well as the status-seeking "Glamour Greens.” "Green in Need” consumers have the desire, but lack the means to be environmentally responsible.
"Our Green Gauge Global report not only discusses the unique elements of each of these population segments, but it also provides actionable strategies for developing green marketing campaigns and tailored customer communications in every region across the globe,” said Kenyon. "Now, more than ever, there is no
one-size-fits-all approach to reach those consumers across the globe who embrace green behaviors compared to others who are less passionate about the environment.”
As consumer perceptions of green products continue to evolve globally, marketers should keep in mind that not every consumer is out to change the world one purchase at a time. However, by understanding the varying green attitudes and behaviors globally, marketers can more effectively tailor their communications and strategies to reach their target audiences.
