Alcone Marketing Group – Consumer Lab

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

Study: ‘Green Evangelists’ Are Spreading Eco-Friendly Message

Study: ‘Green Evangelists’ Are Spreading Eco-Friendly Message

For its Green AMPlified study, AMP surveyed 3,200 consumers ages 18-49 to capture opinions, beliefs and perceptions of people’s relationships with the “green movement.” Nineteen percent of respondents were defined as “Influentials” or “Green Evangelists”—those who, after learning that a company is environmentally friendly, are very likely to recommend the company and/or its products to others. Green Evangelists tend to be in the 18- to 30-year-old age range and 57% are female, the study found.

Filed under: eco-friendly, environment, Gen Y, opinion leaders, social responsibility, Young Adults

‘Precycling’ Catches On With Consumers

‘Precycling’ Catches On With Consumers

Consumers who precycle aren’t just content with throwing cans and bottles in the recycle bin and letting waste management sort it out. With increasing consumer interest in sustainable living, those engaged in precycling aim to avoid products that create more superfluous stuff. This could mean everything from buying bulk in order to avoid excess packaging to reusing everything from water bottles to shopping bags (the latter of which has caught on with retailers and the public at large).

Filed under: eco-friendly, environment, social responsibility, trends

Study: Boomers, Not Gen Y, Biggest Green Shoppers

Older Demos Use Green Products Most Often – MarketingVOX

While conventional marketing wisdom holds that it’s those idealistic Gen Y shoppers who are the most committed to buying products that are less harmful to the environment, a new study finds that, actually, Baby Boomers are the greenest generation.

Both male and female groups 55 years and older are above-average users of environmentally friendly home goods in the U.S., according to the new study from ICOM Information & Communications.

Filed under: Baby Boomers, environment, Gen Y

Cooling Off on Dubious Eco-Friendly Claims

Advertising – Cooling Off on Dubious Eco-Friendly Claims – NYTimes.com

The high volume of ads in today’s market that tout a product’s or company’s green practices have led some members of the advertising industry to worry about so-called “greenwashing.” They are concerned that the message of truly environmentally friendly items might get lost in the mix and lead to consumer complaints.

Filed under: advertising, eco-friendly, environment

Study: ‘Green’ Products Leave Consumers Puzzled

Study: ‘Green’ Products Leave Consumers Puzzled

Study: ‘Green’ Products Leave Consumers Puzzled

July 15, 2008

-By Becky Ebenkamp

The good news is consumers are “going green.” But the bad news is they are still pretty green when it comes to understanding what the term really means.

Filed under: Consumer, eco-friendly, environment, trends

Organic/Natural Products Enjoy 35% Market Growth, Per Study

The recent drive toward healthy and green living has consumers placing a
high degree of trust in the ‘all natural’ claim for personal care products,”
says Christopher Haack, senior analyst at Mintel. Hispanic consumers are the
fastest-growing market for natural and organic personal care: 74% of their
total personal care product purchases were classified as being natural and
organic.

~A


MediaPost Publications – Organic/Natural Products Enjoy 35% Market Growth, Per Study – 06/11/2008

Market research firm Mintel says the 35% growth since 2005 of the natural and organic personal care products market has prompted retailers to stock more of these products.

Mintel Global New Products Database (GNPD) says the market is now valued at $465 million, and has seen a 53% increase in the number of new organic and/or all-natural product launches in the past two years–from 554 in 2005 to 846 in 2007.

Filed under: Consumer, eco-friendly, environment

Consumers: Brands Don’t Do Enough For The Planet

A new report unearthed evidence of a trend it calls “sector stretch,”
with consumers increasingly able to differentiate corporate behavior within
sectors, for example, identifying some fuel and energy companies as more
responsible than others.
~A

MediaPost Publications – Consumers: Brands Don’t Do Enough For The Planet – 05/14/2008
Two-thirds of consumers in key global markets think that when it comes to protecting the planet from climate change, companies and brands should be finding solutions. In fact, according to a massive study from Havas Media, consumers expect brands-not their governments-to find solutions.

Filed under: Consumer, eco-friendly, environment

Why ‘Yawns’ live below their wealthy means

There is a new breed of Gen Xers and Ys, Young and Wealthy but Normal, or Yawns – who may have disposable income, but whatever they make, they live below their means in a conscious effort to tread lightly on the Earth.

~A

Why ‘Yawns’ live below their wealthy means – CNN.com
SAN FRANCISCO, California (AP) — They drive hybrid cars, if they drive at all; shop at local stores, if they shop at all; and pay off their credit cards every month, if they use them at all.

Filed under: Consumer, eco-friendly, environment, Gen Y

Americans Like Eco-Friendly, But Doubt Corporate Motives

The majority of Americans (53%) would pay more for an environmentally
friendly product–and 36% say they have changed their personal behavior to
benefit the environment, according to a new survey from TNS. Americans also
have strong opinions about the environment, including corporate responsibility

~A

MediaPost Publications – Americans Like Eco-Friendly, But Doubt Corporate Motives – 05/07/2008
The majority of Americans (53%) would pay more for an environmentally friendly product–and 36% say they have changed their personal behavior to benefit the environment, according to a new survey from TNS, which includes a section focused on the United States.

Filed under: Consumer, eco-friendly, environment

For Unilever, P&G, No Good Deed Is Going Unpunished

High-profile stances on social causes can have unintended consequences as “ethical marketing” encourages consumers and activists to delve into corporate policies in ever-greater detail. Procter & Gamble and Unilever have become lightning rods, in part because of their stances on environmental and social issues.
~A

For Unilever, P&G, No Good Deed Is Going Unpunished – Advertising Age – News
BATAVIA, Ohio (AdAge.com) — Greg Allgood, who directs Procter & Gamble Co.’s Children’s Safe Drinking Water program, recently has spent a lot of time demonstrating Pur’s purification packets for developing countries that turn disgusting, brown water crystal clear. On one TV appearance last week, he accidentally took a swig from the dirty “before” water instead of the treated water in a clip that made the rounds to “Countdown” on MSNBC.

Filed under: advertising, caused based marketing, Consumer, environment, social responsibility

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