CPG Marketing Trends: Are Consumers Really Living A Greener Lifestyle?

For all of the talk about going green, MediaPost reports that new research by Ogilvy Earth finds that the vast majority of people are not yet living the green dream.

According to their study, while 82% of Americans have “good green intentions,” only 16% are dedicated to fulfilling them. This leaves 66% of the population that has green intentions but is not fulfilling them – and were titled the “Middle Green.”  Most are not fulfilling them because they don’t know how—82% have no clue how to estimate their carbon footprint.

Meanwhile, these Middle Greens are being virtually ignored by most marketers as current green messaging is either irrelevant to them or alienating them because the products aren’t perceived to be for “Everyday Americans,” and until green products and services feel normal and adhere to normal pricing, Middle Greens are unlikely to embrace them.

Maybe most surprising is that 73% of those surveyed said they would prefer to buy an environmentally superior product from a company they know than from a smaller, fringe brand.

These findings show that there is a huge opportunity for mainstream brands to reach this large number of “Middle Greens” with environmentally friendly products—and for smaller fringe brands to find a way to make themselves mainstream. Either way there is a huge opportunity still available for companies to reach those who want to be green, but feel left behind by marketing that is targeting the green elites.

Photo credit: Liz | populational


Brad is an expert in private label and challenger brand food marketing for Barkley, an integrated marketing and advertising agency. He specializes in working with manufacturing-driven food companies that have aspirations to develop a consumer insight-led strategies to help drive innovation and growth.

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