Wednesday, July 8, 2009

Consumer Demand for Green

Green is increasingly part of almost every survey measuring consumer interests and/or buying behaviour. A well informed public is asking businesses to make more responsible choices and rewarding those that do with their patronage. In response businesses of all sizes are finding ways to make their operations more sustainable and environmentally responsible.

A recent article written by Dr. David Suzuki and Dr. Faisal Moola indicates that, "protecting our planet is no longer seen as a fringe activity. Most people now consider themselves to be environmentally aware and are taking steps to help. Caring for the environment has become mainstream – it’s the “new normal. Businesses respond to consumer demand, and the right demands can result in real benefits for the environment."

With the help of the David Suszuki Foundation, the Overwaitea Food Group has adopted a program that emphasizes sustainable seafood. Overwaitea president, Steve van der Lees said, "doing the right thing always pays off.”

As Kathleen McLaughlin writes, in an article entitled "Consumers Want Green Furniture Options, "environmentally friendly has transcended from a buzzword to a multi-million dollar revenue generator spanning many industries."

A "2008 Green Marketing Consumer Study," sponsored by the Sustainable Furnishing Council, indicates that appoximately half of respondents are "very interested in global warming and have started doing what they can, with the No. 1 action being to buy green products in a variety of categories."

According to another report, a majority of respondents indicated that businesses should reduce greenhouse gas emissions. The report also indicated that people are more likely to purchase products bearing a seal that proves corporate sustainability commitments.

Earlier this year Joel Makower wrote an article in which he reviewed the marketing data on Green and discovered that the vast majority of consumers say they have adopted, "greener habits in their daily lives, and shop for at least some products with a keen eye on their environmental provenance and energy and climate impacts. In other words: the marketplace is getting greener -- way greener.."

Consumers do not appear to be deterred by the current state of the economy. One study quoted by Makeover indicates that 82 percent of Americans say they're still buying green products despite changes in the economy.

Consumers have expressed real interest in making Greener purchases in everything from seafood to furniture and the business community is responding to this ever increasing consumer demand.

Business owners simply cannot afford to ignore consumers because if they fail to respond to consumer demand for Green, others will seize the opportunity.

Related Articles
The Future is Green
Green's Coming of Age
People Remain Loyal to Green Even in an Economic Downturn
Green Drivers
The Greening of Cyberspace
Carrotmobs: Adding Incentives to the Consumer Arsenal
Green's Bottom Line: Staying Competitive in Volatile Economic Times
Efficiency and Auto Industry Bailouts
Financing the American Auto Industry
Green Stimulus and Free Markets
Creating a Sustainable Future
An Open Model of Innovation

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