Green matters to consumers…and so does honesty

by Laurel Turk

March 6th, 2008 in Business, Environmental, Greenwashing, Marketing

According  to the Natural Marketing Institute’s 2007 LOHAS Consumer Trends Database, nearly 80% of America agrees: 

“It is important for companies not just to be profitable, but to be mindful of their impact on the environment and society.”

And consumers are willing to put their money where their mouth is. This article from Environmental Leader indicates that 85% are willing to switch brands if it means tomorrow’s world will be a better place. 

Of course, there’s a caveat: 7 in 10 consumers also seem to think most companies label a product “green” as marketing tactic…and there’s something to be said about that. Environmental Leader claims that a recent “random” study of over a thousand common consumer products, ranging from toothpaste to caulking to shampoo, found that 99% of them were guilty of this kind of greenwashing. 

What do you think? How can a brand win consumer trust in its environmental initiatives and products?