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1997: BIG YEAR
FOR THE ENVIRONMENT

Ever heard of a True-Blue Green? How about a Basic Brown? These are two of the population segments identified and tracked by Roper Starch Worldwide in their annual Green Gauge environmental poll. In, a significant change occurred in the public's views about the environment, as the numbers of those who are concerned and active (including the True-Blue Greens) grew significantly, while those who don't care about the environment (i.e. Basic Browns) became fewer in number and dropped by one third in .

Green Gauge is an annual in-person poll of 2,000 adult Americans conducted by Roper, and sold by subscription to clients. It has been conducted each year since , but also builds upon Roper data on the environment that go back as far as 25 years. Some of the key findings in included:

Roper is now gearing up for the Green Gauge, and subscriptions are available. Participants receive a complete executive report, all the cross-tabulations, an environmental perspective on their industry and their organization, as well as a presentation of the results to an audience of their choice.

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