Nearly half of Americans say environmental reputation matters at shelf, and almost three-quarters will punish environmental infractions.
As the economy improves, consumers’ interest in green products and in the environment is increasing.
Our Eco Pulse™ 2013 survey shows us that a good environmental reputation can serve as both a good offensive and defensive strategy.
On the offensive side, it is revealing that almost half of respondents (48 percent) said that a company’s environmental reputation is important to their purchase decisions.
On defense, it’s revealing that three-quarters of Americans say they would stop and/or encourage friends to stop buying products made by a manufacturer who was cited or fined for polluting the air or waterways.
Companies should prioritize their manufacturing practices and product content –
- manufacture in the U.S.A. if possible,
- recycle and do no harm, and
- call out safer/more natural content on packaging.
Conventional manufacturers have a chance to win over greener buyers by committing to environmental initiatives.
And green manufacturers can potentially pack a powerful one-two punch by communicating about both their green product reputation and their strong environmental track record.