The Curse of an Improving Economy

Shelton Group’s New Study Shows Both Trouble and Silver Lining for Green Brands

KNOXVILLE, Tenn.--()--Green attitudes are gaining ground, but green purchases and behaviors are stagnant or heading south. And the economy may be the culprit. That’s the latest finding from Shelton Group, the nation’s leading marketing communications firm entirely focused in the sustainability and energy efficiency sectors, which just released its seventh annual Eco Pulse™ study. Eco Pulse polls American consumers each year to track shifts in their attitudes, purchases and behaviors related to sustainability.

“Last year, an improving economy seemed to be stimulating environmental engagement and green product purchases, and all signs pointed to an increase in market adoption and sales growth for green products. But that’s not the case,” said Suzanne Shelton, CEO of Shelton Group. “We’re seeing a continued shift toward more pro-environmental attitudes, along with increasing concerns and feelings of eco-guilt that should, logically, be leading to more sustainable purchasing. But purchases and actions are not lining up with professed beliefs. And we think the improving economy is to blame because it shifted attention away from conservation and frugality.”

The study found that with the exception of recycling, self-reported green behaviors and product purchases are generally stagnant or down across the board – from home energy and water conservation habits and product purchases, to transportation activities, to greener cleaning, personal care and food product purchases.

The study also reveals good news for green brands. Specifically, the study found:

  • Seventy percent of Americans are searching for greener products.
  • Half the population said that a company’s environmental reputation impacts their decisions as to whether or not to buy its products, and this impact is even stronger for those searching for greener products.
  • Over a quarter of the market rely on certifications in their identification and selection of green products, but almost 30 percent of Americans said they know a product is green based on the company’s environmental record.

For more information, go to www.sheltongrp.com/eco-pulse-2014/.

ABOUT SHELTON GROUP

Shelton Group is the nation’s leading marketing communications agency entirely focused in the energy efficiency and sustainability space. The Knoxville, Tennessee-based firm works with many of America’s leading utility, building products and consumer goods companies to develop differentiated communications campaigns to leverage their sustainability stories for a market advantage. For more information about Shelton Group, visit www.sheltongrp.com.

Contacts

Shelton Group
Martha Behm, 865-524-8385
mbehm@sheltongrp.com

Release Summary

Green attitudes are gaining ground, but green purchases and behaviors are stagnant or heading south. And the economy may be the culprit.

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Contacts

Shelton Group
Martha Behm, 865-524-8385
mbehm@sheltongrp.com