Survey
CONSUMERS RECALL GREEN AD,
ACCORDING TO BURST MEDIA SURVEY
Consumer recall of advertising with "green"
messaging is very high, with more than a third (37.1
percent) of consumers saying they frequently recall
green messaging and an additional third recalling it
occasionally (33.1 percent), according to a new
Burst Media survey. The online survey, conducted in
April 2008 with more than 6,000 Web users 18 years
or older, explores how consumers are incorporating
green or environmentally friendly services and
products into their daily life, and their perception
of green claims made by advertisers.
Consumers do not automatically accept green claims
made in advertisements. In fact, the Burst survey
found one in five (22.7 percent) respondents say
they seldom or never believe green claims made in
advertisements. Two-thirds (65.3 percent) of
respondents say they "sometimes" believe green
claims made in advertisements, and 12.1 percent say
they "always" believe green advertising claims.
Skeptical consumers want to be able to investigate
claims, and many do. Burst’s survey found that 41.6
percent of consumers frequently or occasionally
research the claims made in green advertisements,
with only 30.1 percent refraining from any further
research.
The Burst survey found that four out of five (79.6
percent) respondents use the Internet to conduct
personal research on green initiatives and products.
The survey also found that many respondents find the
availability of corporate information on green and
environmentally safe products and services lacking.
Burst’s survey showed that 41.6 percent would rate
corporate information as only average and many
others would rate the information as fair (20.8
percent) or poor (17.2 percent).
The Burst survey also revealed several interesting
findings about the green consumer. These include:
• Green is a goal of many, attained by few: More
than four out of five (81.9 percent) respondents
have incorporated some level of green activity into
their lives – only 12.9 percent are "not green at
all." Although most respondents have integrated
green activity into their daily lives, few (5.2
percent) are "completely green." In fact, most
respondents are ";aspirationally green" — a plurality
(43.9 percent) incorporate a few things that are
green into their daily lives but "have a long way to
go," and another 38.0 percent attempt to be "as
green as possible, but not 100 percent."
• Varied reasons for pursuing green activities: The
motivators to go green are many, but respondents
most frequently cite "good for the environment" as
the reason they include green behavior in their
daily lives. Other reasons cited for going green
include to impact the future, to live a better
quality of life, good for the community (32.5
percent), desire to make a difference (31.2
percent), desire for a healthy body (29.8 percent),
and desire to live simply and use less (29.2
percent).
An intriguing survey result is the reason stated for
why the "aspirationally green" and "completely
green" segments have adopted these behaviors. Three
out of five respondents who are "aspirationally
green" cite "good for the environment" as a reason
for going green — clearly the leader among all
reasons offered. However, among the "completely
green" segment the top reason for going green is "to
live a better quality of life," followed by "good
for the environment."
• Disparate Green topics motivate online research:
Survey data showed that consumers research many
different green topics. The most popular online
green content is recycling information and healthy
recipes. These are followed by information on
alternative energy sources, natural remedies,
eco-friendly cleaning products, green technologies,
nature/outdoor recreation, tips for simple living,
gardening/organic gardening, and organic foods.
"Businesses that can support their claims in their
green messaging and sustainability topics in a way
that incorporates the consumers in the conversation
are at an advantage in the marketplace," said Jarvis
Coffin, CEO of Burst Media. "In providing
information that is accessible, transparent and easy
for consumers to share, businesses have the
opportunity to reach consumers in relation to a core
personal value."
---Source: The DMA www.dma.org.
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