Consumers Don’t Believe Your Green Ad Claims, Survey Finds
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Nearly a year after the Federal Trade Commission updated its guidelines for environmental advertising, consumers appear more confused or doubtful than ever about what green-marketing claims actually mean.
The percentage of consumers who say they don’t know if companies’ environmental claims are accurate doubled to 22% between 2008 and 2013 in GfK’s annual Green Gauge tracking survey. The percentage who said they don’t know how well businesses fulfill their responsibility to the environment tripled to 10% over the same period.
The GfK data jibes with other research such as that from Cone Communications earlier this year showing that while 40% of people think “environmentally friendly” means a product has a positive environmental impact, 22% think it means only a neutral impact and 9% think it means nothing.
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