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What Consumers Want in Green Claims

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.

Written by Heidi Tolliver-Walker

Heidi Tolliver-Walker has been a commercial and digital printing industry analyst, feature writer, columnist, editor, and author for nearly 20 years. She is known for her meticulous research and no-nonsense perspective. In addition to having written thousands of industry articles for top industry publications, she and Richard Romano have been the face of the well-respected industry research firm The Industry Measure (TrendWatch Graphic Arts) for many years. In her more than 13-year tenure with the firm, she has written countless reports on digital printing, 1:1 (personalized) printing, Web-to-print, personalized URLs, and other hot industry applications. She is also a long-time contributing editor and columnist for Printing News, for which she writes two monthly columns, including "Personal Effects," which features monthly analysis of 1:1 (personalized) printing case studies. She is also the author of three titles for the National Association of Printing Leadership: Designer's Printing Companion, Ink & Color: A Printer's Guide, and Diversifying Via Value-Added Services. As a small, niche publisher (Strong Tower Publishing), she is active in utilizing these technologies in her own business, as well.

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