SPECIAL REPORT HOT BUTTON TOPICS AND TRENDS
Green Confidence
TRACKING THE FAITH CONSUMERS HAVE IN BUSINESSES TO
ADDRESS ENVIRONMENTAL CHALLENGES
BY JOHN DAVIES, VICE PRESIDENT, GREENBIZ INTELLIGENCE
There is a pent-up demand from
consumers for green products, but
manufacturers and retailers need to
understand that this is not a “
one-color-fits-all” market. Over the past
year, the Green Confidence Index
tracked consumer sentiment for all
things green, from cars to clothing
to cleaning products, and it’s clear
the market has moved from minor
to mainstream.
*TAKE NOTE
At least, that’s what we’ve learned
from the Green Confidence Index,
a joint effort of GreenBiz.com,
Earthsense and Survey Sampling
International. The monthly index is
based on surveys of more than 2,500
online adults. Results are weighted
by demographics to be represen-
tative of the U.S. adult population.
It tracks three major metrics:
increasing in line with an improvement in the economy. This is an indication that pent-up demand and a
growing economy can change the
landscape for green products.
But it’s not a matter of “build it
and they will come.” Companies will
need to find the right messages,
delivered to the right audiences
using the right media.
35%
28%Economic
CONSIDERATION
FIGURE 1 • WHAT CONSUMERS NEED TO MAKE
GREENER PURCHASES
14%
Knowledge
23%
20%
19%
19%
Availability
11%
5%
1%
4%
4%
Brand
CLOTHES
FOOD
PERSONAL/
HOUSEHOLD CARE
9%
Performance
21%
29%
Supply Chain
7%
11%
20%
Purchasing has been the most
volatile component. The expressed
intent to purchase green has con-
sistently been at a level twice that
of consumers’ actual purchases, and
that’s not news. What is news is that
reported past purchases have been
Companies, like Wal-Mart and
Clorox, are gaining share through
green efforts. After many starts and
stops, the market for green is com-
ing into its own and the opportu-
nities are there for new leaders to
emerge.
