QUESTION: HOW DO YOU KNOW A PRODUCT IS GREEN?
You read the ingredients/ content/energy savings detail on the package
2011 - 47.7
2010 - 38.4
It says so on the label
2011 - 44.7
2010 - 39.7
It’s made by a company with a strong environmental record
2011 - 31.2
2010 - 23.5
It says so in advertising
2011 - 26.3
2010 - 23.6
It’s has been certified by an independent third party
2011 - 24.7
2010 - 20.7
You’ve researched it on the internet
2011 - 24.3
2010 - 18.2
Source: Shelton Group Consumer Survey
For example, her staff offered global warming skeptics a questionnaire, asking them whether any amount of evidence or world event might make them believe climate change evidence. More than half said that absolutely nothing could change their mind—not even the polar ice caps melting completely. Of the few who could be swayed, the only argument to gain any real traction had to do with children—the idea that their children might not be able to go outside because of health risks.
How they Buy
The number one way the mainstream decide between one product and another: by reading the packaging. Many people claim to be shopping for greener products (61%), but when it comes to actual purchase, the smallest misstep can send them back to trusted conventional brands.
“But what we found is that packaging for green products tends to be over the consumer’s head,” Shelton says. “For example, most mainstream buyers don’t know what a VOC is, or GMOs. None of that jargon means anything to them.”
THE GREEN PROFESSIONAL
Who are your peers? What do they believe? Our latest Green Builder Media survey sheds light on how architects, builders and manufacturers see the world. The majority are:
> Regulation neutral. They do not think increased codes and regulations are a major obstacle to stimulating the housing market.
> Green label optimists. Three-fourths believe that most green claims are true or at least not “inauthentic.”
> Ethical realists. Nearly half are in the green business because it’s “the right thing to do,” and another 23% are going green because of market demand and competitive advantage.
> Education Advocates. Almost half believe that the key to growing the green market is client education. (Note that new research discussed in this article challenges that view).
> Web Savvy. Among the 53% who use social media, 72% use Facebook, and 40% watch YouTube videos.
09.2011
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