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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