What are consumers looking for in marketers’ green claims? Honesty, according to the Cone’s 2011 Green Gap Trends Tracker.
According to the research, a majority of American consumers are distrustful of companies’ environmental claims (57%) and are overwhelmed by the amount of environmental messages in the marketplace (51%). Given this confusion, it’s understandable that consumers are somewhat wary of general claims alone:
- 59% say it is only acceptable for marketers to use general environmental claims when they are backed up with additional detail and explanation.
- 23% say vague environmental claims should never be used.
- 79% want detailed information readily accessible on product packaging.
- 75% wish companies would do a better job helping them understand the environmental terms they use.
“Consumers are clearly seeking information, but fortunately, they do not expect companies to be saints,” according to the report. “A full three-quarters (75%) say it is okay if a company is not environmentally perfect – as long as it is honest and transparent about its efforts.”
The 2011 Cone Green Gap Trend Tracker presents the findings of an online survey conducted March 7-8, 2011 by ORC International among a demographically representative U.S. sample of 1,040 adults comprising 515 men and 525 women 18 years of age and older. The margin of error associated with a sample of this size is ± 3%. Cone is a strategy and communications agency engaged in building brand trust.