Many Shades of Green

GfK Roper Consulting, a division of GfK Custom Research North America ( www.gfkamerica.com ), 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.

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.