Consumers Unaware of Sustainable Efforts

Most consumers are aware of sustainability, yet few can name products or companies that practice sustainable initiatives, according to a new report by The Hartman Group. The consumer culture specialists found 15-percent more consumers are now aware of the term “sustainability" compared to three years ago (69 percent in 2010 say they are familiar with “sustainability" vs. 54 percent in 2007), but only 21 percent can identify a sustainable product and even fewer, 12 percent, can name specific companies as “sustainable."

“We’re seeing a broad gap in the way consumers and companies think about and approach sustainability," said Laurie Demeritt, Hartman Group President & COO. “That very few consumers today can name a sustainable company underscores the fact that so many Corporate Social Responsibility (CSR) and sustainability activities go relatively unnoticed by consumers."

Still, the firm noted closing the divide represents significant opportunities for companies. “Industry typically places great emphasis on energy and the environment projecting an image of being stewards of the planet," Demeritt said. “But consumers are focused on more personal benefits like whether a product is healthy for their families or how a company invests in the welfare of their local community; above all consumers are looking for companies that are good citizens. From this perspective, we say consumers equate sustainability with the golden rule, or a reciprocal notion of fair treatment of communities, people or animals, and look through this lens when evaluating companies or thinking about which brands to use."

The Hartman report, “Marketing Sustainability 2010: Bridging the Gap Between Consumers and Companies," is a third phase of a multi-year research project begun in 2007. The report analyzes changes in attitudes and behavior from studies conducted in 2007 and 2008 as well as providing new insights. It examines the degree of loyalty and commitment consumers have for companies, brands and products that are perceived to be sustainable. In addition to the general report, a Sustainability Playbook is included that serves as a best practices guideline on how to deploy effective sustainability marketing and communications.

Findings and insights in the study are based on integrated qualitative ethnography and quantitative research and analysis. Qualitative ethnographies were fielded in three major U.S. markets. More than 1,600 U.S. adult consumers participated in the online survey.