Americans are worrying about natural resources again. Consider adding an environmental driver to your messaging mix

Americans are worrying about natural resources again. Consider adding an environmental driver to your messaging mix

In our recent Eco Pulse™ 2013 study, we saw another uptick in agreement with the statement “Global warming or climate change is occurring and is primarily caused by human activity,” with 58 percent (compared with 48 percent in 2010) agreeing or strongly agreeing with that statement.

In addition, when Eco Pulse respondents were asked to choose the best reason to buy a greener home improvement product, we saw that Americans are placing somewhat higher importance on protecting natural resources. Almost a quarter chose either “To preserve natural resources for future generations” or “to save natural resources” – indicating a return to the popularity of these drivers seen in previous years.

Why the shift in opinion/motivation?

We think it’s linked to an improving economy. As we’ve often said in our studies, concern for the environment is a higher-level concern in the hierarchy of needs.

Since the recession began in 2008, we’ve seen the environment “thrown under the bus” by many Americans who have been predominantly focused on higher-level concerns like putting food on the table and making the next house payment.

As the economy improves, more Americans have “the luxury” of worrying about the environment again.

Depending on your target audience, it may be time to add an environmental driver to your messaging mix.

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Posted on

July 12, 2013

About the Author

Lee Ann Head

Lee Ann is a former contributor to Shelton Insights.

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