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Most Americans Think ‘Marketing Tactic’ When They Read ‘Green’

Seven in ten Americans either “strongly” or “somewhat” agree that when companies call a product “green” (meaning better for the environment), it is usually just a “marketing tactic,” according to an Ipsos Reid study.

Consumers appear to be wary of companies who label their products as being green, or environmentally friendly, MediaPost reports.

Seventy-five percent of men believe that labeling a product green is just a marketing tactic, compared to 65 percent of women.

Seventy-two percent of Americans living in the south are the most likely in all U.S. regions to believe that labelling a product green is just a marketing tactic.

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2 thoughts on “Most Americans Think ‘Marketing Tactic’ When They Read ‘Green’

  1. This just points up the fact that environmental marketing needs a different junior – Dale Earnhardt, not Ed Begley, as its spokesperson.

    Right now climate change is viewed as liberal claptrap (unless you’re talking about corn-based ethanol) in the heartland.

    The cause needs heartland spokespeople. Energy independence, not environmentalism is the lever to move this group.

    They buy solar energy to stick it to “the man”, not save the tundra.

    Until we on the coast get this, progress will be s_l_o_w.

  2. I agree Jon. There’s too much political baggage tied to terms like environmentalism and sustainability – especially in the southeast, to be sold wholesale to all Americans in the same way.
    From a purely marketing point of view I agree with your idea of reframing sustainability as “sticking it to the man”, but what if we could get the same effect with going further back into American southern and midwestern ideals and hit on rugged self reliance.
    Your one small comment speaks to the entire sustainability and environmental movement’s greatest threat and potential strength, how the message is received…

    Can sustainability be sold by activists, teachers, and even corporations as an active and evolving way of thought, based on reason, that defines a generation (and eventually possibly our species)? Or will it be remembered as a marketing ploy or some political agenda?

    I would say on an endless timeline, sustainability is easily recognizable as real, important, and valuable as an M.O. for any organization or civilization for that matter. Unfortunately we don’t have an endless timeline, and as Jon alluded to, this is a new idea that needs to be made palatable to everyone.

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