Toll Free: 1-877-695-7388

GTA: (647) 699-2838

Search Engine People
  • SEO
  • SEM
  • CRO
  • Display
  • Blog
  • Why Us
  • Contact
  • Join Our Team
  • Get A Quote

Toll Free: 1-877-695-7388

GTA: (647) 699-2838

Its Not Easy Being Green

Tom Tsinas | April 29th, 2008
Tweet
Share
Share
Pin
0 Shares

kermit the frog

I'm a stats junkie. I just love surveys, research papers and opinion polls, so its no accident that I enjoy sharing my finds with the our readers. I look for ways to use the information in order to assist our clients by incorporating relevant trends into our their online marketing initiatives. This is why I loved this new Burst Media Survey on consumer recall of advertising with a green message.

Essentially, the survey shows consumer recall of advertising with “green” messaging is high, with 37.1% saying they frequently recall green messaging, however they remain very skeptical about claims� made.

This valuable survey explains how consumers are incorporating environmentally friendly/green labeled products and/or services into their daily life (search habits) and their perception of claims made by advertisers.

Key findings:

  • Consumers do not automatically accept green claims made in advertisements:
    • One in five respondents (22.7%) say they seldom or never believe green claims made in advertisements.
    • Two-thirds (65.3%) of respondents say they “sometimes” believe green claims made in advertisements.
    • 12.1% say they “always” believe green advertising claims.

chart 3

burst-media-green-ad-claims-believability.jpgb

burst-media-green-ad-claims-believability.jpg

burst-media-green-ad-claims-believability.jpg

Skeptical consumers want to be able to investigate claims, and many do:

    • 41.6% of consumers frequently or occasionally research the claims made in green advertisements.
    • Just 30.1% refraining from any research.
  • Four out of five (79.6%) respondents say they use the internet to conduct personal research on green initiatives and products.
  • Many respondents find corporate information on green and environmentally safe products and services lacking: 41.6% rate corporate information as average, 20.8% rate the information as fair, 17.2% rate it poor.

Characteristics of green consumers:

  • Green is a goal of many, but attained by few:
    • More than four out of five (81.9%) respondents have incorporated some level of green activity into their lives - just 12.9% are “not green at all.”
    • Most respondents have integrated green activity into their daily lives, few (5.2%) are “completely green.”
    • In fact, most respondents are “aspirationally green” - (43.9%) incorporate a few things that are green into their daily lives but “have a long way to go,” and another 38.0% attempt to be “as green as possible, but not 100%.”

chart 1

  • Reasons for pursuing green activities are varied:
    • The motivators to go green are many, but respondents most frequently (53.3%) cite “good for the environment” as the reason they include green behavior in their daily lives.
    • Other reasons for going green include to impact the future (41.5%), to live a better quality of life (34.1%), good for the community (32.5%), desire to make a difference (31.2%), desire for a healthy body (29.8%), and desire to live simply and use less (29.2%).
    • Three out of five respondents who are “aspirationally green” cite “good for the environment” as a reason for going green - clearly the leader among all reasons offered.
    • However, among the “completely green” segment the top reason for going green is “to live a better quality of life,” followed by “good for the environment.”
  • Disparate Green topics motivate online research:
    • Consumers research many green topics: The most popular online green content is recycling information and healthy recipes.
    • Those are followed by information on alternative energy sources, natural remedies, eco-friendly cleaning products, green technologies from Inspire Energy, nature/outdoor recreation, tips for simple living, gardening/organic gardening, and organic foods.

chart 2

At the end of the day, there is a sizable, engaged and savvy consumer audience online. Jarvis Coffin CEO of Burst Media said it best, any "business that can support their claims in their green messaging and sustainability topics in a way that incorporates the consumers in the conversation are at an advantage in the marketplace."� This info can make for a nice segue into a online green strategy/initiative for your client.

Tweet
Share
Share
Pin
0 Shares
Posted in SEO

Recent Posts

  • Maximizing Your E-Commerce Sales:
    A CRO Audit Guide
  • Movin’ On Up! Why Migrating to Google Analytics 4 (GA4) Should be a Priority
  • A Year in Review: The Digital Marketing Trends That Defined 2021
  • The Basics of Video Marketing
  • Just How Much Do Google Reviews Impact Your SEO Ranking?

Categories

  • Analytics & ROI Analysis
  • Company News
  • Content
  • Conversion Optimization
  • CRO
  • Display Advertising/RTB
  • Email Marketing
  • En Español
  • En Français
  • Inbound Marketing
  • Lead Nurture & Marketing Automation
  • Local Search
  • Marketing
  • Mobile
  • Partnership Marketing
  • PPC
  • PR
  • SEO
  • Social Media Marketing
  • Web Design

Additional Posts

Make Those Image Hotlinkers Give You Backlinks!

April 28th, 2008 | by Donna Fontenot

SEO, The Economy — and Your Future

April 25th, 2008 | by Ruud Hein

Friday Funnies: Web 2.0 Logo’s

April 25th, 2008 | by Ruud Hein

LET'S TALK

Need more information or want to get in touch?

Get in touch!
  • SEO
  • SEM
  • Display
  • Blog
  • Why Us
  • Join Our Team
  • Contact Us
  • Local SEO
  • Small Business SEO
  • Enterprise SEO
  • International SEO

LOCATION

1305 Pickering Parkway,
5th Floor Pickering, L1V 3P2

PHONE

Toll Free: 1-877-695-7388
Greater Toronto Area: (647) 699-2838

Social

© Search Engine People Inc. 2023 – Canada’s Top Digital Agency
© SEP 2023 – A Search Engine People Company | Privacy Policy

Search Engine People