Looking Inside Green Consumer Expectations

There have been a number recent of articles and reports on the ‘state of green’ in the current economic climate. These discussions present findings on both sides of the debate on consumer spending and the growth of alternative products and services. Our green living consulting experience has taught us that ‘green’ actions or sustainability concepts that are linked to personal benefits are always more attractive to consumers.

According to a BCG survey, the term ‘green’ is said to be recognized around the world as having to do with environmental consciousness. Yet when consumers are asked how they define ‘green’, the answers tend to vary based on where they live and the type of product. In fact, the survey reveals that there is a wide variance amongst consumer’s business sustainability expectations.

•    80% of Japanese consumers claimed that environmental problem were a primary threat to society.

•    UK and US consumers ranked environmental concerns below concerns about the economic downturn.

•    In total, only 12% of consumers said they are skeptical about the threats to the environment.

It has therefore become more critical for companies to uniquely understand the growing eco awareness and resulting expectations of their customers. The first step is to engage with the consumer to understand what is driving purchases. When asked in the survey, what they are personally doing for the environment, most consumer responses included saving money:

•    Turning off electronics when not in use
•    Recycling
•    Reusing products
•    Using less water
•    Using energy efficient products
•    Replacing light bulbs

Leading organizations are developing business sustainability strategies targeted to meet and attract specific consumers. Companies which are able to link product deliveries to a variety of consumer needs, are in a better position than the competition.

As a sustainability consultant, we believe consumer eco awareness and the resulting pressures on business sustainability will continue to drive change in the market. Companies that engage stakeholder expectations in the development of business sustainability strategies will be more attractive and responsive to consumers.