Environment Survey – Which Segment Are You In?

Saw a cool study done by Yankelovich on Going Green.  Great stats on how consumers feel about the environment.  Some concern on a few stats quoted in the article. 

·         Only 34% of consumers feel much more concerned about environmental issues today than a year ago.

·         Less than one-quarter of consumers feel they can make a difference when it comes to the environment.

This quote by the president of Yankelovich is quite telling and shows how people taking action with simple Earth Promises can make a difference and change people’s views.

“While (consumers) are highly aware of environmental issues due to the glut of media attention… ‘going green’ in their everyday life is simply not a big concern or a high priority.”

If they learn how small changes can make a big difference, maybe the percentage of people who think this way will decline.

Yankelovich also segmented the survey respondents into five key groups to illustrate where people stand in terms of the environment as consumers.  Below is a brief description and the percent that fall into each group.  The key for us, as individuals as well as influencers, we need to get people moving to that next green level.

Greenless – Unmoved by environmental issues & alarms – 29%

Greenbits – Don’t care but doing a few things – 19%

Greensteps – Aware, concerned, taking steps – 25%

Greenspeaks – Talk the talk more than walk the walk – 15%

Greenthusiasts – Environment is a passionate concern – 13%

Which group are you in?


Check out Earth Promise



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