According to Deloitte’s 2008 Annual Holiday Survey (BrandWeek, December 16), consumers are going increasingly green for the holidays. Nearly half of the 13,000 consumers polled said they’d be willing to pay more for green gifts — up from 17% last year — and more will be foregoing the plastic shopping bags and wrapping paper.
Among the other highlights:
- 38% of those polled said they will use fewer bags this year, up from 27% last year.
- 21% said they are considering not wrapping presents to preserve paper.
- 18% said they will shop at more “green” retailers than they did in the past.
It’s not just holiday shopping. I’m seeing this increasing environmental consciousness at the grocery store level, too. I used to be the only one lugging my green cloth bags into the store for my weekly shopping trips. Now, I regularly see both men and women piling heavily packed cloth bags into the backs of their SUVs.
What’s particularly encouraging is that these numbers are not at the corporate level, at the marketing level, or the technology level. They are at the consumer level — real people making real changes. What a holiday gift to the Maker of the Earth!