Survey shows ungreen trend

Consumers are more concerned about a product's price than its green ­credentials, acc­ording to exclusive research from PRWeek and Populus.

Pollsters Populus surveyed 1,999 adults to gauge how env­ironmental concerns had shifted since the onset of the recession.

They found 81 per cent of respondents paid more attention to cost/value than to environmental credentials.

Asked about their views on environmental issues today, compared with 12 months ago, respondents were evenly split: 49 per cent were no more or less concerned, while 50 per cent were more concerned.

The findings suggest communicators need to focus on value when crafting their env­ironmental messages.

Ogilvy PR EMEA MD Ash Coleman-Smith said: ‘It suggests green products give consumers a money-saving efficiency, or an emotional reward. The rec­ession is most likely to affect the emotional reward element of buying green.’

Meanwhile, 94 per cent of respondents said they would take ‘green steps’ such as buying energy-saving lightbulbs to help them make significant savings during the recession.

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