Amazing - GreenWashing market faulting that the "green noise" they have created... is the cause of consumers to be confused and need "green influencers to drive their marketing message"
New Study Finds Consumers Overwhelmed by Green Marketing, GreenWashing,
OAKLAND, Calif. -- Marketers aiming to shift their audiences toward making greener purchasing decisions are coming up short for the vast majority of the population... a nationwide study found that "nearly half of all respondents were essentially unable to name one feature of a green home, and small portions of the remaining sample cited examples like solar power, CFL light bulbs, home recycling or Energy Star products."
"Consumers seem to think green homes are an all-or-nothing proposition -- and because of the real and perceived costs, many are throwing their hands up and saying 'I just can’t do all of this'," said Shelton Group CEO Suzanne Shelton.
One example Shelton offered was that 71 percent of responses to that aided question said solar power -- "one of the most expensive home upgrades for energy efficiency that can be made," Shelton said -- was a requirement of green living. ... most individuals are unclear as to how they can go green in realistic and achievable ways, "Newly eco-conscious consumers face a daunting and confusing set of choices, as well as complex issues that must be factored into any assessment of a product's sustainability," said David Zucker, the director of CauseWorks, Porter Novelli's sustainability division. "If marketers do not reach Greenfluencers , Greenwashers who have the interest and ability to influence the rest of us, their marketing messages may be lost in a sea of green noise."
