Most Overwhelmed by Green Marketing
Those are the findings of two new studies released this week, one by the Tennessee-based advertising agency Shelton Group, and the other by communications firm Porter Novelli.
The Shelton Group’s “Eco Pulse” study asked consumers nationwide to identify products, services or certifications that were required in order to have a green home. With no prompting, nearly half of all respondents were essentially unable to name one feature of a green home, and small portions of the remaining sample cited examples like solar power, CFL light bulbs, home recycling or Energy Star products.
When given a list of options to choose from, however, the survey found individuals were likely to swing in the opposite direction: of 17 possible green features, respondents chose an average of 10.4 as being “required” for a green home.