How Green Is Your Company? Consumers Want To Know!

Another study reveals/confirms that consumers want to know more about the environmental activities of the companies they patronize. A new study from the Natural Marketing Institute reports that consumers are “interested in learning about what companies are doing to…”

  • Recycle – 62%
  • Reduce waste – 60%
  • Reduce air pollution – 59%
  • Reduce energy consumption – 56%
  • Use more recycled content on products -52%
  • Prevent global warming, reduce greenhouse gases – 51%
  • Use less packaging – 50%
  • Use materials from renewable sources – 49%
  • Increase use of renewable resources – 47%
  • Reduce water consumption – 44%

Now, I’ve never heard of the for-profit Natural Marketing Institute (and they weren’t particularly forthcoming when I called them) and so I cannot vouch for their methodology, but if accurate, and I have no reason to doubt it isn’t, this data reinforces something I have discussed before: sharing your green activities with your customers is key to building customer loyalty and creating a competitive advantage. To not do so is a missed opportunity. So, if you do any of the activities listed above, and I’m betting you do, let your customers know. They are interested.

Photo: Renato Cardoso at

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About the Author

Jennifer Kaplan writes regularly about sustainable food and wine, the intersection of food and marketing and food politics for and is the author of Greening Your Small Business (November 2009, Penguin Group (USA)). She was been named one of The 16 Women You Must Follow on Twitter for Green Business. She has four kids, a dog, a hamster and an MBA - find her on .