Survey: People Getting Smarter About Going Green

This Ad Age article highlights findings from the 2011 ImagePower Global Green Brands Study. Key findings from this year’s study reveal that consumer interest in green products is expanding to new sectors, such as auto and technology.

Consumers around the world are getting smarter about going green and are looking to buy more environmentally sensitive products in the auto, energy and technology sectors as compared to last year, according to the 2011 ImagePower Global Green Brands Study released last week. Green household products and groceries have the highest adoption rates of all consumer-goods categories in six of the eight countries surveyed this year.

"Early in the study, we asked consumers what green products they were looking for, and they were looking for products that were closer to them—that they put in their body or on their body," says Russ Meyer, chief strategic officer, Landor Associates, San Francisco. "They're starting to look beyond that."

Still, Meyer says, "One of the changes that we've seen from previous years is less change than in previous years. Consumers are really getting wiser about green brands You look at the first study, and there are brands that were there because their logo was green. Today, when you look at the top five [brands in the U.S. survey], consumers have been able to sort out the ones that have been solidly green from birth."

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