Consumer Experience: Green Movement No Longer Just a Fad

A recent study by AMP Agency found that green attitudes and behaviors are less of a fad and instead are now the makings of a macro movement. The survey polled 3,2000 consumers ages 18-49 to capture opinions, beliefs and perceptions of people’s relationships with the “green movement.” Nineteen percent were defined as “influentials” or “Green Evangelists” who after learning that a company was environmentally friendly, were more likely to recommend the product or company to others.

What does this mean for brands?

Companies need to focus on creating environmentally friendly products/services to align with how consumers work and live. For instance, Toys R’ US introduced their new line of wooden toys a few months back. If a company has no way of “greening” their products or services, then they can focus on perhaps making their stores more energy efficient by changing the light bulbs or reducing waste by not using plastic bags.

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Customers Say ‘Show Me the Green’

According to a poll conducted by Global Strategy Group, 87 percent of consumers are more likely to buy products from a retailer that is committed to environmentally friendly practices. Your retail business might be green and sustainable but do your customers know it?

A recent article in bizjournals.com said many business owners have already taken steps toward becoming more environmentally efficient by using sustainable facilities with low-flow water systems, florescent light bulbs, and paints with low levels of volatile organic chemicals. However, do customers know that a retailer is going green with these initiatives? It’s not enough for a retailer to go green. Customers need to SEE that retailers are going green.

What do you think?

Do You Know What it Means to be Green?

Most consumers say they are “going green” but for the most part there is still a lot of confusion with that the term means.

A national study, called Eco Pulse, found that 49% of respondents said a company’s environment record is important in their purchasing decisions. However, that number dropped to 21% when consumers were asked if this had actually driven them to choose one product over another. Although consumers are talking the talk, it isn’t translating into action.

The study also found that most Americans put their personal comfort ahead of the environment. The survey revealed that 46% chose comfort when they were given the choice between comfort, convenience, or the environment.

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Water Bottles Made from Plants to Enter Winn-Dixie Stores

Winn-Dixie will introduce Primo water in more than 500 stores, debuting what Primo To Go, the product’s manufacturer, said is the only single-serve water in the U.S. in bottles made from plants, not petroleum. The bottles will be sold in multi-packs of 18, 16.9-ounce bottles at a suggested retail price of $4.99. Primo 3 and 5 gallon Zero Waste water bottles are available nationally for $4.99 and $6.99 respectively.

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