Consumers still confused on “sustainable”

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In spite of all the latest buzz around companies claiming to promote “sustainable” products and business practices, consumers seem to be having a hard time truly understanding what it means to actually BE sustainable.

In a study by marketing firm Buzzback called “Project Green”, results show that only about a third of 1141 people queried in the US and the UK considered themselves familiar with the term. 

“It’s this huge buzz term, but it’s such a client term,” said Carol Fitzgerald, president of the market research firm. “So maybe there’s a disconnect with consumers.”

Project Green also found that 55% of Americans and 51% of Brits think “the environment is the most important issue”, but only 19% of each are willing to make sacrifices such as convenience, comfort or cost in order to support it. 

U.S. vs. U.K. consumers who:
• Recycle paper: 71% vs. 87%
• Purchase recycled paper: 55% vs. 47%
• Walk rather than drive short journeys: 36% vs. 56%
• Own or lease a hybrid: 4% vs. 1%

The study aims “to uncover behavior, attitudes and emotions” about environmental concerns. 

In one exercise, participants were asked to choose from 120 images to build an “e-Collage” to illustrate their personal vision of what it means to be “green”, and allow respondents to be more articulate and personal in describing their feeling. The images picked most often to represent “being green” included pictures of eco-friendly icons (such as the Energy Star logo gracing efficient appliances), unspoiled environments (a la forests) and animals (pandas and baby seals). 

“We include collage because we get an emotional insight,” Fitzgerald said. “Clients can see the value of using non-verbal tools in research.”