OgilvyEarth, a sustainability consultancy, studied the mainstream consumer and posted some fascinating research. Specifically, 82% of Americans have good green intentions, while only 16% of Americans are firmly dedicated to fulfilling those green intentions — leaving 66% in the middle, the “Middle Green,” wanting to do more but not getting it done. This deficiency between intent and action — the Green Gap — is explained with some firm solutions in a 131-page reported called Mainstream Green.
Get Going With Green: Presentation