Americans Reach Environmental Turning Point ... Companies Need to Catch Up According to Gfk Roper Green Gauge(R) Study

    NEW YORK, Aug. 22 /PRNewswire/ -- GfK Roper Consulting, a division of
 GfK Custom Research North America, today released its 2007 GfK Roper Green
 Gauge(R) study, finding the vast majority (87%) of consumers agreeing they
 are seriously concerned about the environment. In fact, most Americans are
 looking to the federal government to strengthen their enforcement of green
 regulations and (73%), while they say having a balance between economic
 growth and environmental protection is the goal, the environment should
 come first when a conflict arises (52%).
     The top five environmental issues weighing heaviest on America's minds
 are water pollution and rainforest destruction (56%), diminishing fresh
 water supply (55%), fuel and energy shortages (54%) and man-made outdoor
 air pollution (53%). Asked who should take the lead in addressing these and
 other environmental issues, half of consumers (50%) rank the federal
 government first and 62% believe current legislation does not do enough to
 positively impact the environment.
     Companies Falling Short ... Missing a Growth Opportunity
     Business and industry came in second with respect to whom consumers
 think should take the environmental lead, tied with individual Americans at
 35%. However, less than one third of respondents (29%) believe corporate
 America has fulfilled their environmental protection responsibilities well.
 In fact, consumers are looking for more green transparency with 74%
 agreeing every large company should be required to prepare an annual
 statement of its impact on the environment.
     The study results also suggest companies that are slow to take green
 action may hinder their future growth. A vast majority of consumers say a
 company's environmental practices are important in making key decisions
 including: the products they purchase (79%), the products/services they
 recommend to others (77%), where they shop (74%), where they choose to work
 (73%), and where they invest their money (72%).
     Additionally, four in ten Americans say they are willing to pay for a
 product that is perceived as being better for the environment. At the same
 time, 55% agree many environmentally-safe products are not actually better
 for the environment and most say they are too expensive (74%) and don't
 work as well (61%).
     Finding the Right Balance ... Which Green is More Important?
     When asked the main responsibility of large companies, slightly more
 than one third (35%) of Americans say businesses should be competitive but
 not at the cost of reducing their green efforts. Another 42% agree they
 should be equally responsible for competitiveness and environmental
 protection. However, should a conflict arise between the two, a majority of
 Americans (52%) say protecting the environment is a more important concern
 than economic growth.
     Many Shades of Green
     Segmenting consumers based on their green attitudes and actions, the
 study identified five key groups:
     -- True Blue Greens: Environmental leaders and activists most likely to
        walk the green talk representing almost one third (30%) of the
        population.  Nearly half (48%) turn to environmental groups as their
        main source of green information.
     -- Green Back Greens: Do not have time to be completely green and not
        likely to give up comfort and convenience for the environment, but
        willing to buy green products.  They represent 10% of the population.
        Nearly half (49%) get information on green issues from newspapers.
     -- Sprouts: Environmental "fence sitters" who buy green only if it meets
        their needs representing just over one quarter (26%) of the population.
        One third cite newspapers as their main source of green information.
     -- Grousers: Generally uninvolved and disinterested in green issues;
        believe individual behavior cannot improve environment. 15% of the
        population.  Newspapers again serve as their major information source
        on green issues.
     -- Apathetics: Not concerned enough about the environment to take action
        and believe environmental indifference is the mainstream.  This group
        represents just 18% of the population. TV programs are their main
        source of environmental information.
     Lack of Education Hinders Many from Going Green
     Though the American mindset has shifted to become more environmentally-
 conscious, half of consumers say they "do not have the information to be
 personally involved in increasing their green behavior" and "aren't sure
 which products and packaging materials are recyclable." Nearly half (49%)
 also state they would do more for the environment if they only knew how.
 The increasing speed of daily life has also had an impact as 48% admit they
 know they should make the green lifestyle changes but are too busy. Asked
 why they seek environmental information, equal numbers (52%) of consumers
 point to protecting their personal/family health as those who say they are
 looking to "personally protect the environment."
     "America is experiencing an environmental awakening," adds Kathy
 Sheehan, senior vice president with GfK Roper Consulting. "However, a
 'green gap' still exists between consumer awareness and action. Americans
 want to do the right thing, but lack of information, cost and questions
 around the true impact of current green products are contributing to their
 reluctance. Companies who make being green easier and more affordable will
 be rewarded."
     For more information or for a copy of the 2007 GfK Roper Green Gauge(R)
 Study, please contact Deanna Decker at (212) 752-8338 or ddecker@psbpr.com.
 You can also visit http://www.gfkamerica.com.
     About GfK Roper Green Gauge(R)
     The 2007 GfK Roper Green Gauge(R) Study surveyed 2,000 American adults
 ages 18 and up via the GfK Online Consumer Panel in May 2007. All data are
 based on and weighted to represent the total online population.
     About GfK Roper Consulting
     With offices in the U.S. and UK, GfK Roper Consulting is a division of
 GfK Custom Research North America. Offering over 30 years of syndicated
 research and analysis, GfK Roper Consulting is responsible for GfK Roper
 Reports(R) US and GfK Roper Reports(R) Worldwide, the most up-to-the-minute
 view of the consumer marketplace in the U.S. and around the globe. In
 addition, in the U.S. the division has an ongoing study of consumers'
 attitudes towards the environment -- GfK Roper Green Gauge(R) and insights
 into the U.S. Youth market through the GfK Roper Youth Report(TM).
     About GfK Custom Research North America
     Headquartered in New York, GfK Custom Research North America is part of
 the GfK Group. With home offices in Nuremberg, Germany, the GfK Group is
 the No. 4 market research organization worldwide. Its activities cover five
 business divisions: Custom Research, Retail and Technology, Consumer
 Tracking, Media and HealthCare. The Group has 115 companies and a current
 total of 8,200 employees who offer market research services for 90
 countries.
 
 

SOURCE GfK Roper Consulting