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Consumers want green products | January 26, 2009
By Peter Wolchak
Successful manufacturers will be those which can convince consumers their products are green, according to The Green Technology Report, a recent study from Ipsos MediaCT. The study also concluded that, in addition to environmental issues, technology consumers are also actively looking for good deals.
Products fall into three broad categories for modern tech buyers, each one based on the “good for my wallet and for the environment” criteria. The categories are:
1) big-ticket energy guzzlers: automobiles, large appliances, etc., where the opportunity to save is greatest and where the importance of energy efficiency has been talked about the most
2) computers, printers, televisions and small household appliances: close to one in three buyers have investigated the environmental impacts of the items considered
3) portable devices like cellphones, digital cameras and MP3 players: these items are popular but consume hardly any energy, relatively speaking. For most buyers, environmental considerations are not top of mind for this category
One interesting distinction popped up in the results: males were significantly more likely than females to investigate the environmental impact of computers, printers and MP3 players, while for categories one and two the results were the same across genders.
This rising consumer consciousness will continue to be critical for tech marketers, Ipsos said, because this mindset is not going to fade anytime soon. Companies must also continue to trumpet their environmental initiatives, because soon everyone will be talking green. “With an ever-increasing array of marketers…advertising their commitment to ‘green’ corporate stewardship, this will become increasingly ‘normalized’ as a consumer criterion for brand and product consideration.”
More information on The Green Technology Report.
Greenspace Archive
Successful manufacturers will be those which can convince consumers their products are green, according to The Green Technology Report, a recent study from Ipsos MediaCT. The study also concluded that, in addition to environmental issues, technology consumers are also actively looking for good deals.
Products fall into three broad categories for modern tech buyers, each one based on the “good for my wallet and for the environment” criteria. The categories are:
1) big-ticket energy guzzlers: automobiles, large appliances, etc., where the opportunity to save is greatest and where the importance of energy efficiency has been talked about the most
2) computers, printers, televisions and small household appliances: close to one in three buyers have investigated the environmental impacts of the items considered
3) portable devices like cellphones, digital cameras and MP3 players: these items are popular but consume hardly any energy, relatively speaking. For most buyers, environmental considerations are not top of mind for this category
One interesting distinction popped up in the results: males were significantly more likely than females to investigate the environmental impact of computers, printers and MP3 players, while for categories one and two the results were the same across genders.
This rising consumer consciousness will continue to be critical for tech marketers, Ipsos said, because this mindset is not going to fade anytime soon. Companies must also continue to trumpet their environmental initiatives, because soon everyone will be talking green. “With an ever-increasing array of marketers…advertising their commitment to ‘green’ corporate stewardship, this will become increasingly ‘normalized’ as a consumer criterion for brand and product consideration.”
More information on The Green Technology Report.
Greenspace Archive
