After 20 Years, Consumers are Finally Getting Greener
The commitment to preserve and protect the environment has come a long way. Conventional wisdom holds that increased knowledge about the environment leads to more action and empowerment. Environmental knowledge has risen. Today, 73 percent of people in America say they know a lot or a fair amount about environmental issues and problems.
So, what does action look like [PDF]? This basic question led to the pioneer study, The Environment: Public Attitudes and Individual Behavior. The study, commissioned by SC Johnson and executed by GfK Roper, was the first, large-scale survey to measure both green attitudes and behaviors. They wanted to understand whether -- if equipped with the right tools and knowledge -- it is possible to change consumer behavior, or action, for the greener.
And according to the 20th anniversary study, behavior change is possible.
Compared to 20 years ago, twice as many people are taking proactive steps to help the environment. Today, people are recycling, buying green products regularly and commuting in an environmentally friendly manner. What is so encouraging -- and what we really need to understand -- is that these small, green steps are indeed impactful.
For example, simply recycling one aluminum soda can yields enough energy to power a laptop for five hours or light up an office for 20 hours using a 60-watt energy-saving light bulb. These individual steps are made possible because individuals have a desire to modify their behavior, but also because businesses and governments have taken a leadership role in facilitating these changes by providing the right tools, products and processes.
Consumers do want businesses to go green. Three-in-four respondents agree that "a manufacturer that reduces the environmental impact of its production process and products is making a smart business decision."
Taken together, these changes in consumer attitudes and actions may have extraordinary impact on the environment in the future. Individuals place themselves higher at 38 percent and rank businesses lower at 29 percent when asked who should take the lead in addressing environmental problems and issues.
After all, as we like to say, the customer is always right. We all have a role to play to protect our earth, and consumers say they feel good when taking steps to help the environment. That's huge. Through increased environmental knowledge and with the right products and tools, we can all appeal to that sentiment to make smarter choices for a greener lifestyle.
Source: GreenBiz | Kelly M. Semrau
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By Zoey Jurss, GreenBizCheck
