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There is a definite dichotomy in consumers’ minds between current leaders in environmental protection and who should be leading. According to Natural Marketing Institute’s 2007 LOHAS Consumer Trends Database, the largest gaps between perceived and expected performance are seen with the U.S. government and corporations. Also noteworthy is that consumers believe that the U.S. Government is currently doing more to protect the environment than corporations. Clearly, consumers expect both constituencies to “step up” to the challenge due to their ability to enact change at a more efficient and far reaching level than individual consumers.
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Comments
While this is an interesting, if not surprising result, I must comment that the LOHAS graphic is a fine example of how to present data in a poor, if not misleading manner.
The use of a line chart (strongly) suggests an inter-relationship between horizontal elements, and indeed they are even ordered in a way that suggests some relationship (government on the left, non-government on the right). The dimension of time is often used in line graphs like this, so the chart suggests some sort of trend.
Even if the chart were presented as a bar chart, there’s some data not presented here; some elements add up to more than 100%, others less.
I have very little idea what that data in this chart are saying or what they might mean.
Yikes!
Tom Harrison May 29th, 2008