This Week's Herman Trend Alert Purpose Emerging as Important Driver of Engagement

The Herman Trend Alert November 30, 2011 Consumers Abandon Green to Save Money Not surprisingly, fewer consumers are buying green products. An extensive survey conducted by Grail Research finds that almost two-thirds (65 percent) of consumers changed their green buying habits due to the Great Recession. We find these data thought provoking in light of other recent studies that consumers patronize companies that demonstrate the "same values" as they do in the area of social responsibility. Interestingly, the availability of green products and green alternatives has been increasing. Created to gauge consumers' sentiments and behaviors related to sustainability and "green" products, the study, titled "The Green Evolution", also evaluated how consumers interpret the marketing efforts of the companies that offer them. The report cites that consumers who previously purchased green products have decreased their green purchasing. More precisely, those consumers who bought "some green products" (characterized as "light green") decreased from 76 percent to 60 percent of the population. That’s an over 20 percent reduction that changed their usage of green products or switched to conventional ones. At the same time, there was a rise in the percentage of non-green consumers ---from 15 percent to 22 percent. Among green consumers, 43 percent cited the economic recession as their reason for not purchasing green products---the top reason given. Unfortunately for the planet, the number of 'dark green' consumers (those who pick earth-friendly products for most of their purchases) increased by a mere one percent; they now make up only ten percent of the consumer market. Greenwashing*, confuses consumers. The report also found that consumers find it hard to differentiate among the many products claiming green attributes. However, "knowing how to effectively articulate green attributes can improve top-of-mind awareness". "It's no longer enough to just say you're green. Consumers now expect comparable value", said Annica Blake, global head of research services at Grail Research. For marketers, understanding the distinction between dark green and light green consumers will be increasingly important. Caught between rising prices and shrinking disposable income, consumers have chosen to economize. As this period of economic hardship continues, we expect to see fewer and fewer green customers. When economies recover, this trend will reverse itself. However, that will be years, at least. © Copyright 1998- by The Herman Group, Inc. -- reproduction for publication is encouraged, with the following attribution: From "The Herman Trend Alert," by Roger Herman and Joyce Gioia, Strategic Business Futurists. (800) 227-3566 or http://www.hermangroup.com. The Herman Trend Alert is a trademark of The Herman Group, Inc." WHO SENDS OUT YOUR NEWSLETTERS? We are convinced there is no better choice than ours! We have happily used DataBack Systems to deliver The Herman Trend Alert for over 10 years and. Visit their website (http://www.databack.com) or call Byron directly at 503.941.0427. You'll be glad you did. IS YOUR EMPLOYER AN EMPLOYER OF CHOICE®? Our effective, onsite seminars, workshops, and consulting can help you get there. We offer 1-, 2-, 3-hour, and full-day programs to help you communicate what it takes to become an Employer of Choice® and inspire your folks to get it done. In the future, being an Employer of Choice® will not be optional. Call Carol at 336-210-3547 to arrange a no-obligation conference call. Or order the electronic version of the Employer of Choice book on your desktop for only $17.80 @ http://hermangroup.com/store/books_all.html#2. STRUGGLING TO FIND THE PEOPLE YOU NEED? VETJOBS CAN HELP! Recently, hundreds of thousands of jobs remain unfilled due to a lack of capable people. If you are looking for qualified candidates, you need to hire a veteran using VFW-sponsored VetJobs, the largest military employment site on the Internet. Thousands of returning veterans are looking for good jobs now. Mention this ad in The Herman Trend Alert and receive a 10% discount on job postings. Call Ted Daywalt at 877-838-5627 or inquire at info@VetJobs.com. Herman Trend Alerts are produced by the Herman Group, strategic business futurists, Certified Management Consultants, authors, and professional speakers. New subscribers are welcome. There is no charge for this public service. The Herman Trend Alert is received by over 30,000 subscribers in 78 countries, in addition to other websites and printed magazines. Do you enjoy receiving this weekly e-mail update? Contact us about our co-branded Trend Alert service. Click here to sign up for the Herman Trend Alert. Subscribe or Unsubscribe to weekly Herman Trend Alert View this week's Herman Trend Alert Archived Weekly Herman Trend Alerts

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