Green Is The New Thin

OAKLAND, Calif., Jan. 24, 2013 /PRNewswire/ -- One hundred million dieters are spending approximately $20 billion a year on weight loss efforts^[1], yet a new survey reveals women actually feel more pressure to beautify the Earth than their own bodies. A survey of 600 women conducted by the makers of Green Works^® products learned that women say it's being green that causes more pressure than being skinny (39% vs. 29% respectively).

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For some, the pressure to be environmentally conscious even outweighs the pressure to have a great relationship, or have children who are successful in school or extracurricular activities. Along with feeling the pressure, women also feel it's trendy to be environmentally conscious. Fifty-one percent of respondents said "green is the new black."  And when they do commit a green faux pas, throwing recyclables into the regular trash container is when they feel the most judgment.

"We believe women are feeling this pressure because somewhere along the line green became a status symbol – now everyone has an opinion about how you aren't doing enough to be eco-friendly," said Shekinah Eliassen, Green Works brand manager. "With all of the different challenges surrounding green, we believe it's time to make eco-friendly people friendly again."

Ninety-three percent of women agree that being environmentally friendly should be accessible to everyone. Most women say affordability makes green product purchases more accessible (63%) than any other factor.

Ultimately, it is practicality that guides where women incorporate environmentally conscious actions into their lives. In fact, 59 percent say just that, "I introduce environmentally friendly practices only when it is practical given my lifestyle."

You Don't Have to be Ridiculous to be Green

As the trend of being green grows, issues with green – like eco-exclusion – are popping up and being discussed by media, bloggers, influencers and consumers. Green Works is taking these issues head on with a new marketing campaign that pokes fun at how ridiculous green has become, in an effort to remind people that every environmental effort counts.

Starting this month, consumers will see digital advertising, interactive elements and a public relations campaign that proclaim "You Don't Have to be Ridiculous to be Green" and messages aimed at making eco-friendly people friendly again, with the ultimate mission of making green accessible and practical. Print ads and new packaging will follow this spring.

"We are joining the chorus of earth lovers who've recognized that living off the grid and buying big-ticket eco-gadgets aren't necessarily realistic or within everyone's means," said Eliassen. "What we're saying with this campaign is: green isn't just for the eco-fanatics or the rich in time and resources. We believe in a green for everyone."

Green Works products clean with the same power that people have come to expect from The Clorox Company, and are priced comparable to non-premium traditional cleaners and available at mainstream retailers. Eliassen added, "Our products back-up our marketing message. You don't have to compromise on clean to be green. The Green Works brand provides naturally-derived products with extraordinary cleaning power that are fairly priced and available where regular people shop."

For more information on Green Works, visits GreenWorksCleaners.com.

The survey was executed by KRC Research on behalf of Green Works. KRC conducted a total of 600 interviews among a nationally representative sample of American women 18 or older. All interviews were conducted via telephone from November 30, to December 5, 2012, including cell-phone exchanges. The margin of sampling error at the 95 percent level of confidence is +/- 4.10 for the sample.

About Green Works^®

Green Works^® Cleaners are manufactured and marketed by The Clorox Company. The Clorox Company is a leading multinational manufacturer and marketer of consumer and professional products with approximately 8,400 employees and fiscal year 2012 revenues of $5.5 billion. Clorox markets some of the most trusted and recognized brand names, including its namesake bleach and cleaning products, Clorox Healthcare™, HealthLink®, Aplicare® and Dispatch® products, Green Works® naturally derived home care products, Pine-Sol® cleaners, Poett® home care products, Fresh Step® cat litter, Glad® bags, wraps and containers, Kingsford® charcoal, Hidden Valley® and KC Masterpiece® dressings and sauces, Brita® water-filtration products, and Burt's Bees® and gud® natural personal care products. Nearly 90 percent of the company's brands hold the No. 1 or No. 2 market share positions in their categories. Clorox's commitment to corporate responsibility includes making a positive difference in its communities. In fiscal year 2012, The Clorox Company Foundation awarded $3.5 million in cash grants, and Clorox made product donations valued at $15 million. For more information, visit TheCloroxCompany.com.

Contact: Elizabeth Fitzgerald
(415) 262-5944
[email protected]

SOURCE Green Works