January 14, 2009

Exploiting Europeans' Green And Ethical Agendas

It's Time For Consumer Product Strategists To Pursue Consumers Concerned With "Green" Issues

by Paul Jackson

with Michelle de Lussanet, Sally M. Cohen, Laura Wiramihardja

Executive Summary (This is a document excerpt)

European consumers report a high level of concern around environmental issues — but in many cases, this concern results in little action aside from recycling trash and reusing shopping bags. Corporate social responsibility and green initiatives that directly affect consumers' wallets prove less popular. Consumer product strategists should zoom in on energy usage (and labeling) and products linked with charitable donations as key levers that can influence purchase, particularly among the most caring group: older female consumers.

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