Green Marketing - US - April 2011
The number of consumers whose shopping or investing decisions are influenced by corporate behavior continued to grow in 2010. Despite ongoing financial pressures, consumers remain committed to ethical and green shopping.
However, while the pool of green shoppers has grown slightly in the past year, the competition for those consumers has increased enormously. The number of products being marketed using green claims has skyrocketed in the past five years. Consumers are reacting to the proliferation of green marketing with confusion and skepticism, making it harder for brands with real green benefits to get their message out to their target markets.
At the same time, the new, broader base of consumers interested in making ethical purchasing decisions is less willing to sacrifice convenience for green products, pay a premium for them, or research confusing and conflicting claims on their own.
This report aims to help green marketers cut through the clutter to make clear cases for consumers in an increasingly green-oriented world. The report makes use of custom quantitative and qualitative surveys, alongside expert coverage of the direction of consumer sentiment. Trends are clarified using comparisons with data from Mintel’s 2010 report on the same subject. Insight into the green consumer’s mind and broad trends is provided along the following topics:
- How the recession and government action have altered the playing field for green marketing
- Which green topics are getting the most attention from companies and from consumers
- How people of different ages, races, incomes and education think differently about corporate responsibility
- How new consumer protection rules may drastically alter the playing field for green marketers in 2011
- Which marketing strategies are most likely to win over or alienate the most committed green shoppers
- What companies have improved their green reputations and which strategies were most important to their success
- How effective green marketing can reduce financial and reputational risk for companies
What you get
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.
Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.
Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.
Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.
* This is a sample representation of the report layout and does not reflect the research included in this report.
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