http://www.prweekus.com/Edelman-ups-social-impact-in-latest-unit/article/99116/
This article in PRWeek by Irene Chang discusses a recent survey supported by Edelman on the influence environmental and societal consciousness has over consumers.
As cynical as this sounds, people don’t do something for nothing.
This survey may have proven that people say they want to help society and the environment, but just because they say it, doesn’t mean they will do it. I don’t know if you all know this, but people are shallow. They will say things like “I want to help the environment” whn people can hear them, but how much do you want to bet that 75% of those people don’t even recycle and drive gas-guzzling SUVs?
Consumers aren’t as concerned with the results as they are with how it makes them appear.
I think that consumers have to have a reward other than how it makes them “feel” at the end of the day. They want something tangible, beneficial to their everyday life. If they say that they will change from a current product to a new one with social decency- they will only do so if the product is better than the current. No one wants to down grade, not even to help society.
I think that the general idea of the “Goodpurpose” division is a great one, but Edelman will have to make sure the clients they consider make an above-average product.
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5 comments:
Ugh. Finally someone said it. I've been so concerned as to how my posts will be received by future employers/clients that I've tried to stay away from anything too controversial or offensive. Well, in celebration of the second-to-last day of college, I'll say it. Everyone jumping on board the "green" wave, from businesses to consumers, is not what they seem. Businesses are pressured to appear socially responisble in order to keep shareholders and consumers happy (i.e. make money and sell stuff people want), and consumers (mostly) just don't want to be blacklisted by their peers as a heathen. It's sad that the Earth is trendy right now. It's sad that sustaining life is fashionable. It will be even sadder when the fad ends, no longer has political weight or tax breaks, and we're all a bunch of fatties living in trash.
You two are so cynical. I think plenty of people are doing some really significant things in their daily lives and in their business live more sustainably/environmentally.
I have two clients for whom it's not a fad, it's a lifestyle.
I must admit that I am not as eco-conscious as I could or should be, but that doesn't mean that I don't think people are being sincere and authentic with their passion.
Sure there are exceptions. Obviously plenty of people jumping on the bandwagon - but as far as bandwagons go, it could be worse.
I think that it's a shame that you two are so negative. There are businesses out there -- like where I currently intern -- where everyone who is working there is banking on people wanting to make a difference, wanting to fundamentally change. Nau does not even have garbage cans in the office. The whole building is LEED certified and the business model is the epitome of sustainability. And it's just not just that. Five percent of every purchase -- not out of net profit, out of the retail price -- goes to partner organizations, either environmental or social. And although Nau may speak to a higher price point, I should hope that people who aren't able to afford our product are rooting for us at the sidelines.
I think that many people don't realize that this green movement has been a long time coming. Arg, seriously, I could go on forever about this issue. Sure, I do not live the perfect sustainable lifestyle, but I believe that I am conscious of my actions and their impact on the world around me.
Some businesses might be "jumping on the band wagon," but hopefully the majority of them believe that change IS essential.
I hope to God that it isn't just a fad. This entire time, we have been using the earth we live on as a live test and we don't have back-up after things go haywire.
While my words may have been a little cynical, I really believe that I am just being realistic.
Diane, my main point isn't that companies are riding the green wave, it is that people aren't going to buy a less quality product just because it is "green" or "sustainable."
I didn't mean to set the theme that this is all just a trend for buisnesses to make money. I am glad companies are becoming more enviornmentally friendly, whether it's for show or not. I would just hate to see the genuine companies fall through the cracks because they make a weaker product.
Consumers want to be rewarded for their efforts, they want a pat on the back.
I agree with Kelli though, if companies are jumping on the bandwagon it's a pretty good wagon to jump.
Heids,
Like I said, it's not about being negative, it's about telling the truth about most consumers. I am glad you are one of the few who really care and try to change people's way of thinking.
We can definitely apply my arguement to Nau, the company you intern for and obviously believe in.
Nau makes high-quality products. If they made a less quality product, they probaby wouldn't survive. Their products are so expensive! Their jackets are over $200 most of the time, and just to put it into perspective, I could get the same thing at GAP for $50. Yes, they give 5% back to good causes, but why not more? They are obviously saving that money in garbage and electricity bills.
Anyways, this is not about bashing those companies that do breathe sustainability, it's about making sure the ones that ones making high-quality prducts survive.
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