Developing a good environmental reputation is a good offensive and defensive strategy

Developing a good environmental reputation is a good offensive and defensive strategy

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.

Skills

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Posted on

July 18, 2013

About the Author

Becky Lohr

Becky is Associate Research Director, responsible for overseeing the data collection and statistical analysis of all custom primary research for clients and proprietary in-house research projects. She’s a great shot with a bow.

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