The Green Gauge Global report from GfK Roper Consulting in the United States has just revealed that 71% of Americans who took part in the report agree that: “It is important that companies take environmentally responsible actions.”
However, 66% of those surveyed agreed that, “The environmentally friendly alternatives for many of the products I use are too expensive.”
This information shows that people recognise the eco-concern but a) are not willing to pay a premium for ‘green’ products and, b) there isn’t demand for environmentally friendly products.
Case in point: The Frito Lay debacle. In April 2009, Frito Lay introduced a biodegradable bag, made from Polylactic acid (PLA) a thicker and slightly stiffer material that their normal bags.
After a year on the market and an apparent 10% decrease in sales, since the introduction of the bag, Frito Lay have decided to scrap it. They’ve pulled their biodegradable bag off the market and returned to the original, non-biodegradable option. Why? Because consumers complained the bag was too noisy. Insert a bit of a social media stir on Facebook and Youtube by disgruntled consumers and Frito Lay was convinced. Too much noise trumped environmentally friendly option. An unfortunate product design disrupts the green message and thus the product is seen as inferior to the ‘non-eco’ version.
Rather than increase sales, as a company may expect for uping their CSR, Frito Lay experienced the opposite sending the message that they’ll meet the demand of their consumers, and in this instance, that demand is an old bag design that will end up in landfill for decades.
The age old debate around green consumerism lingers, with lots of places, people and companies reporting on trends and the stats, yet not much progress has been made. We all know that many people recognise the need for the products to exist; for companies to develop products and services with the environmental impact in mind, but just how far can real change be made, if there is no demand for environmentally friendly options?
(Spotted in SmartBrief on Sustainability)
Katherine Hui is currently the Social site editor at Green Thing, a web-based public service in London that inspires people to lead greener lives through creative content.
Before this, she worked as the Development Manager at Social Innovation Camp, an organization that encourages people to use web and mobile-based technology to mobilise social change. She oversaw 300 ideas submission and helped build 20 prototypes – five of which have gone on to get further funding or investment.
Katherine’s came over to the UK form Canada in 2007 for an MSc program at the London School of Economics. Before arriving in London, she managed a small environmental start-up in Vancouver called the Canadian Climate Change Alliance.
Katherine is football mad. She is a loyal supporter of Arsenal FC, plays for Islington Borough Ladies FC and coaches for Gunners in Islington in her spare time. Her second favourite hobby is kite surfing and she can sometimes be found chasing the wind.
