Page 105 - Marketing Management

82 PART 2 CAPTURING MARKETING INSIGHTS

Nevertheless, as research by GfK Roper Consulting shows, consumer
expectations as to corporate behavior with the environment have signifi-
cantly changed, and in many cases these expectations are higher than the
demands they place on themselves. Consumers vary, however, in their en-
Marketing InsightInsight
Marketin g vironmental sensitivity and can be categorized into five groups based on
their degree of commitment (see Figure 3.1). Interestingly, although
some marketers assume that younger people are more concerned about
the environment than older consumers, some research suggests that older
consumers actually take their eco-responsibilities more seriously.
The Green Marketing Revolution In the past, the “green marketing” programs launched by compa-
nies around specific products were not always entirely successful for
Consumers’ environmental concerns are real. Gallup polls reveal the several possible reasons. Consumers might have thought that
percentage of U.S. adults who believe global warming will pose a the product was inferior because it was green, or that it was not
serious threat during their lifetime has increased from 25 percent in even really green to begin with. Those green products that were suc-
1998 to 40 percent in 2008. A Mediamark Research & Intelligence cessful, however, persuaded consumers that they were acting in their
study in 2008 found that almost two-thirds of U.S. men and women own and society’s long-run interest at the same time. Some examples
stated that “preserving the environment as a guiding principle in were organic foods that were seen as healthier, tastier, and safer, and
your life” was “very important.” A Washington Post/ABC News/ energy-efficient appliances that were seen as costing less to run.
Stanford University poll in 2007 found that 94 percent of respon- There are some expert recommendations as to how to avoid “green
dents were “willing” to “personally change some of the things you do marketing myopia” by focusing on consumer value positioning, calibra-
in order to improve the environment,” with 50 percent saying they tion of consumer knowledge, and the credibility of product claims.
were “very willing.” One challenge with green marketing is the difficulty consumers have in
Converting this concern into concerted consumer action on the understanding the environmental benefits of products, leading to many
environment, however, will be a longer-term process. A 2008 TNS accusations of “greenwashing” where products are not nearly as green
survey found that only 26 percent of Americans said they were and environmentally beneficial as their marketing might suggest.
“actively seeking environmentally friendly products.” A 2008 Gallup Although there have been green products emphasizing their
poll found that only 28 percent of respondents claimed to have made natural benefits for years—Tom’s of Maine, Burt’s Bees, Stonyfield
“major changes” in their own shopping and living habits over the past Farm, and Seventh Generation to name just a few—products offering
five years to protect the environment. Other research reported that environmental benefits are becoming more mainstream. Part of the suc-
consumers were more concerned with closer to home environmental cess of Clorox Green Works cleaning products and household cleaning
issues such as water pollution in rivers and lakes than broader issues products, launched in January 2008, was that it found the sweet spot of
such as global warming. As is often the case, behavioral change is a target market wanting to take smaller steps toward a greener lifestyle
following attitudinal change for consumers.

|Fig. 3.1|
• Genuine Greens (15%): This segment is the most likely to think and act green. Some may be true environ-
Consumer mental activists, but most probably fall more under the category of strong advocates. This group sees few
Environmental barriers to behaving green and may be open to partnering with marketers on environmental initiatives.
Segments • Not Me Greens (18%): This segment expresses very pro-green attitudes, but its behaviors are only moder-
ate, perhaps because these people perceive lots of barriers to living green. There may be a sense among
®
Source: GfK Roper Green Gauge 2007, GfK Roper this group that the issue is too big for them to handle, and they may need encouragement to take action.
Consulting, New York, NY. • Go-with-the-Flow Greens (17%): This group engages in some green behaviors—mostly the “easy” ones
such as recycling. But being green is not a priority for them, and they seem to take the path of least resist-
ance. This group may only take action when it’s convenient for them.
• Dream Greens (13%): This segment cares a great deal about the environment, but doesn’t seem to
have the knowledge or resources to take action. This group may offer the greatest opportunity to act
green if given the chance.
• Business First Greens (23%): This segment’s perspective is that the environment is not a huge concern
and that business and industry is doing its part to help. This may explain why they don’t feel the need to
take action themselves—even as they cite lots of barriers to doing so.
• Mean Greens (13%): This group claims to be knowledgeable about environmental issues, but does not
express pro-green attitudes or behaviors. Indeed, it is practically hostile toward pro-environmental ideas.
This segment has chosen to reject prevailing notions about environmental protection and may even be
viewed as a potential threat to green initiatives.