-- Consumers and SMBs view the term "green" as most comprehensive (vs. terms such as clean and sustainable) - covering items from solar energy to organic food. When CPG marketers are promoting green products to consumers and SMBs, they should consider using the term "green" when selling predominantly eco-friendly, sustainable and clean technology products and services. -- Consumers and SMBs who buy green appear to have a sense of distrust or skepticism regarding claims that companies make about environmentally friendly products. 50% of the respondents highlighted their skepticism over green claims as a leading barrier to purchasing more greenly. This was especially true for participants in the 40+ age demographics, while those in the 18-40 age groups were more trusting of the green claims. -- Brands marketing green products have to focus not only on the environmental benefits of using such products, but also on the elements of cost savings, health benefits and greater efficiency. Overall, consumers appeared to be most impacted by drivers that influence their lives in areas such as health and secondarily, economical benefits. -- Going green, step by step. Both Consumer and SMBs reported that they are open and willing to purchase green products in small doses with an eye towards financial commitment. In today's struggling economy, the smaller ticket items such as environmentally-friendly packaged goods and cleaning products, energy-efficient light bulbs and organic foods showed up as ready-made purchasable items in opposition to higher ticket items such as hybrid vehicles or energy-efficient appliances. Consumer-Specific -- The demographics of who's buying green vs. who's not going green appears to be broken down more by age than geographical or financial. - Young consumers (18 to 40 years of age) appear to define their commitments to going green in regards to taking public transportation or biking and walking to work as an alternative to driving and consuming gas, etc. Yet, this age group alternatively appears to be less concerned than older people with respect to traditional green practices such as conserving electricity or minimizing their water consumption. - Middle aged consumers, specifically those in the age bracket of 41-55, reported being focused on family-oriented green products such as solar panels or solar appliances -- Small and Medium Sized Businesses - There is great interest among SMBs in being green, with 4 in 5 SMBs stating that they offer some green products or services. - Recycling paper, plastic and electronic goods are the most common current behaviors. Energy efficient lighting is the most often cited green product in use at the office. Most likely future behaviors and purchases include employing a green janitorial service and buying energy efficient HVAC and energy efficient windows or plumbing fixtures - Responsibility for green initiatives at SMBs takes many forms. While green initiatives of some sort exist at over 70% of companies, no small businesses and only 9% of medium sized businesses had an employee on staff whose sole responsibility was managing green initiatives. - Of greatest importance to businesses in green purchasing decisions are having the time to research green alternatives and being assured of the quality of the goods/ services offered. About a quarter of companies mention their customers' enhanced view of their company or brand is a lever for pursuing green alternatives.Visit www.clearworks.net and download the summary research report today. If you would like copies of the detailed reports, contact info@clearworks.net with the subject line "More Green Reports" or call us at 888-769-3807.
Contact Information: MEDIA CONTACT: Noel Adams CEO Clearworks 415-722-3661 www.clearworks.net