Consumers have good green intentions, but few are dedicated to fulfilling these intentions.
Eighty-two percent of consumers have good green intentions, but only 16% are dedicated to fulfilling these intentions, according to an Ogilvy study. This puts 66% in what is called the “Middle Green,” a group that is neither active environment crusaders nor anti-greens. These are the massive middle, the everyday mainstream consumers. The big question is, “Why don’t mainstream consumers turn their green intentions into green actions and what can be done about it?” This is what Ogilvy & Mather tried to find out. “If we are to motivate a mass green movement, perhaps those of us most committed to the green movement need to stop …