Sustainability Reaches Mass Appeal

Al Gore's talking points, Katrina, wildfires, rising oil prices and drought -- these things have sufficiently convinced average citizens and the mainstream media to awaken to the importance of living sustainably. At least that's what the numbers from a recent survey by GfK Roper Consulting say.

According to the 2007 GfK Roper Green Gauge study, 87% of 2,000 Americans say the are "seriously concerned about the environment." Big bad corporations are being held accountable as only 29 percent believe that companies are doing their part in protecting the environment.

Talking and doing are two different things, as evidenced by the statistic that 79 percent of people say a company's record on the environment is important, yet many retailers continue to have practices that are less than stellar and find a welcome audience. But talking with their wallets in selecting "appropriate" companies is clearly becoming more important.

The most intriguing part of this study was the categorization of how people describe themselves. People who consider themselves environmentally active represent 30 percent of Americans, while 36 percent say they would buy green when it is convenient but aren't likely to get directly involved. The remaining third are not concerned or insufficiently motivated to do anything about the environment or consider it in their purchases.

So it's a fairly even split between those who are willing, somewhat willing, and unwilling to put sustainability/environmentalism into their daily existence. This survey probably would have been more heavily weighted towards the unwillings just a few years ago. I don't expect that that number will ever dip below 25 percent, if it ever gets that small.

So corporations need to target their pitches appropriately -- sell to the two-thirds, don't take the motivated people for granted, and forget convincing the remaining one-third to buy your eco-friendlyproduct; it just ain't gonna happen.