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.
- Large jumps in the amount of environmental activity such as recycling and making purchasing decisions based on the environmental record of products. In general, most environmental behaviors increased 3 to 8 percent from '96 to '97. Further gains are expected in 98.
- Continued growth in the support for cause-marketing programs that benefit the environment at the local level. The environment is not often the driver of purchasing decisions, but there is a huge downside of being perceived as bad for the environment.
- Heightened concern about the environment, as it has recovered from a minor backlash during the early and mid-1990's when a recession, and a sense of "we took care of the environment by electing Clinton and Gore," tended to lessen anxiety about the health of the environment.
- Growing support for technological solutions to environmental problems, but not a high willingness to pay for improved technology.
- Air and climate issues top the environmental agenda of the public, reaching all-time highs in 1997.
AIR PURIFICATION AROMATHERAPY BABIES BEDDING BIRDING BODY CARE BOOKS BUSINESS OPPORTUNITIES BUSINESS-TO-BUSINESS CAMPING CATALOGUES CLASSIFIEDS CLEANING PRODUCTS CLOTHING COMPUTER PRODUCTS CONSTRUCTION CONSULTANTS CRAFTS ECO KIDS ECO TRAVEL EDUCATION ENERGY CONSERVATION ENERGY EFFICIENT HOMES ENGINEERING FITNESS-YOGA FLOWERS FOODS FOOTWEAR FURNITURE GARDEN GIFTS HARDWARE HEMP HERBS HOUSEHOLD INDUSTRY INVESTMENTS JEWELRY LIGHTING MAGAZINES MUSIC NATURAL HEALTH NATURAL PEST CONTROL NEW AGE OFFICE OUTDOORS PAPER PETS PROMOTIONAL RESOURCES RECYCLED SAFE ENVIRONMENTS SEEKING CAPITAL SHELTERS SOLAR-WIND TOYS TRANSPORTATION VIDEOS VITAMINS WATER WEATHER WHOLESALE WOOD HOW TO ADVERTISE
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WHAT'S NEW ACTIVISM ALERTS DAILY ECO NEWS LOCAL RESOURCES DATABASE ASK THE EXPERTS ECO CHAT ECO FORUMS ARTICLES ECO QUOTES INTERVIEWS & SPEECHES NON-PROFIT GROUPS ECO LINKS KIDS LINKS RENEWABLE ENERGY GOVERNMENT/EDUCATION VEGGIE RESTAURANTS ECO AUDIO/VIDEO EVENTS COMMUNICATIONS WHAT PEOPLE ARE SAYING ACCOLADES AWARDS MAILING LIST