Study reveals going green is considered "girly"
Share Now on:
Study reveals going green is considered "girly"
Jeremy Hobson: A new study says around two-thirds of U.S. consumers want to buy sustainable products but don’t follow through.
From the Marketplace Sustainability Desk, Jennifer Collins tells us why.
Jennifer Collins: Here’s one big reason. Four out of five guys said: Green is just plain girly.
Graceann Bennett: They would start to get really sheepish.
Graceann Bennett co-authored the OgilvyEarth report.
Bennett: And kind of uncomfortable when they talked about things like even carrying a reusable grocery bag.
A little too much like a purse apparently. And then there are the car ads — like this one featuring a guy and a polar bear hugging.
Nissan Leaf commercial: The 100 percent electric Nissan Leaf.
Dave Almy: The marketers may have themselves a little bit to blame on this one.
Dave Almy tracks green marketing with ADC Partners.
Almy: There has been an aggressive pursuit for female heads of household.
Bennett says marketers have been preaching to the choir. And millions of Americans aren’t in that choir — if two-thirds of the population joined, it might quadruple the green market. Bennett says to appeal to men, advertisers need to push value, utility and maybe even a little humor.
Chevrolet Volt commercial: Chevrolet Volt. It’s a big step up from the leaf blower.
I’m Jennifer Collins for Marketplace.
There’s a lot happening in the world. Through it all, Marketplace is here for you.
You rely on Marketplace to break down the world’s events and tell you how it affects you in a fact-based, approachable way. We rely on your financial support to keep making that possible.
Your donation today powers the independent journalism that you rely on. For just $5/month, you can help sustain Marketplace so we can keep reporting on the things that matter to you.
