Alcone Marketing Group – Consumer Lab

The Consumer Lab is the consumer insights and brand strategy group at Alcone Marketing Group, a consumer activation company.

Advertisers: Americans Love ‘Sustainability’ In Brands

The green revolution is far-reaching. Roughly half of American consumers take
into account “sustainability” when choosing a brand, according to a new survey
of 22,000 consumers by Information Resources, a market research firm

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MediaPost Publications – Advertisers: Americans Love ‘Sustainability’ In Brands – 01/10/2008
THE GREEN REVOLUTION IS FAR-REACHING. Roughly half of American consumers take into account “sustainability” when choosing a brand, according to a new survey of 22,000 consumers by Information Resources, a market research firm. The Information Resources survey broke down “sustainability” into four key areas. In addition to environment, they include: health and labor practices; organic; environment-friendly products; environment-friendly packaging; and policies for employees and suppliers, principally from growers and manufacturers.

According to the IR survey, 29% of respondents said they look for environment-friendly products or products with environment-friendly packaging, 23% considered “fair trade” or environmental practices when choosing where to shop, and 39% look for organic products. Overall, 48% of consumer respondents fell into at least one of these overlapping areas.

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Filed under: advertising, caused based marketing, Consumer, eco-friendly, environment

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