Sustainability Buzz Up 50% In 2007

April 1, 2008

Email this story Print this post Add your comments

Protecting the environment has become increasingly important to consumers, with online buzz around sustainability growing 50 percent in 2007, according to research from Nielsen Online (PDF).

Early in the year, discussion was dominated by the topic of global warming, but through the year, bloggers progressively addressed a wider variety of green-related issues, with a particular emphasis on personal action such as recycling, avoiding excess packaging, and carpooling.

Discovery Channel’s TreeHugger led the top sustainability blogs for 2007, with 4,612 messages related specifically to sustainability. Worldchanging and Biopact took the No. 2 and 3 spots, with 738 and 722 sustainability messages, respectively.

Not only are consumers looking for practical steps they can take to reduce personal environmental impact, but they are also holding corporations accountable for action and results. Bloggers are quick to condemn “greenwashing” – when they suspect companies misrepresent their environmental impact with aggressive PR campaigns – as spurious attempts to be “green.” Consumers expect consistency in action and authentic and transparent messaging.

Nielsen Online analysis showed that similar environmental initiatives can provoke different consumer responses depending on a company’s reputation and history. For example, in the retail sector, while Wal-Mart and Target both introduced reusable shopping bags, some consumers voiced skepticism towards Wal-Mart because of its association with environmental, labor, and health care issues.

click to enlarge

Email this story Print this post Add your comments

Advertisers

Enhance Sustainability. Improve Profitability.

Learn how at the SAP Sustainability Resource Center. >>

Unclear about the EPA's new GHG Rule?

Learn how it could affect your business. >>

EPA mandatory emissions reporting starts Jan 1st

CSA Standards can help your organization get ready for compliance. Find out how. >>

Survey Results: Product Environmental Compliance Best Practices

How to achieve compliance at a significantly lower cost. Download the full report. >>

Join the Discussion

Recent Daily News [ see all ]

11/20/2009
11/19/2009
11/18/2009

Charts [ see all ]

European Paper Industry Cuts CO2 Emissions by 42% since 1990

S. America Takes Most Urgent View of Copenhagen Talks

Nike Tops Annual Climate Action Scores

Oceans May Trap more Carbon than Forests

Jobs

View All Jobs >> Post a Job >>

Comments and Discussions

Environmental Leader on S. America Takes Most Urgent View of Copenhagen Talks
"The survey respondents (the PDF report mentions 4,000 respondents in 38..."

Jake on UPS Trying New Hydraulic Hybrid Trucks
"A point of clarification: the Reuters press release referenced herein reports that 20 UPS will purchase..."

Custom Organic Shirts on S. America Takes Most Urgent View of Copenhagen Talks
"90% of North Americans believe it is urgent to get a global climate..."

peter dublin on California City’s Green Building Ordinance Applies to Commercial Buildings
"Why energy efficiebnt regulation on buildings –..."

JEONG CHUN PHUOC on EU Poised to Give Heavy Industry Free Carbon Permits
"“Competitive Intelligence in Environmenting : A Holistic Deal for..."

Philip Vandenberg on Building an Energy-Efficient Data Center Using Virtualization Technology
"Rob has implemented many best practices for data centres..."

George Hoguet on Rising Sea Levels Would Hit U.S. East Coast Hardest
"Want to add some pressure into the system? Check out the Facebook group -NO TV..."

Environmental Leader