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Consumers have green intentions, need business to lead

September 15th, 2008 by skigreenguy | Filed under Ecotravel, Green Ski Transportation, How to Ski Green, Ski Resorts, Ski Vacations.

Consumers want to act green, but they expect businesses to lead the way. According a Stanford University  global survey, 61 percent of consumers say that corporations should take the lead in tackling the issue of climate change. To do this, businesses need to develop more and better Earth-friendly products. Some already are, but they are not doing a good job of marketing them, finds a Climate Group study, which discovered that two-thirds of American and British consumers cannot name a green brand. Similarly, the 2007 National Technology Readiness Survey of 1,025 U.S. adults found that more than two thirds of participants say they prefer to do business with environmentally responsible companies, but almost half say it is difficult to find green goods and services.

To realize the true potential of the green market, businesses must help consumers change their behaviors. And that requires removing the hurdles between would-be green consumers’ intentions and actions. Based on McKinsey’s work with businesses and other organizations around the world, they recommend five steps that businesses and other organizations should take to dismantle the barriers that prevent consumers from buying green.

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One Response to “Consumers have green intentions, need business to lead”

  1. admin | 15/09/08

    The ski industry is a leader in environmental marketing with their Sustainable Slopes program.

    However, the Ski Area Citizens Coalition has an independent mechanism that gives skiers and boarders a better way to assess the environmental performance of their favorite resorts. There have been some consumer criticisms of the Sustainable Slopes program–early evidence suggested that its strongest advocates had the worst environmental records.