The company's membership base, a cross-section of North American consumers across geographies, genders, and ages, serves as a ready-made online community for businesses looking to better understand the pace and extent of consumers' intentions to become more environmentally responsible, particularly in how they choose which products to buy and where to buy them. EcoUnit's proprietary "green categorization" provides insights into how various issues are perceived by hard core environmentalists ("dark greens") versus the vast majority of consumers who have just recently awakened to our planet's challenges ("light greens").
Several interesting findings from the survey include:
"We are excited about the implications of the study," said Kent Ragen, CEO of EcoUnit. "Clearly, consumer perceptions and expectations are changing as they become more aware of our environmental challenges. On the bright side, this opens interesting opportunities to innovative companies who want to make the environment an important part of the relationship with their customers. At the same time, the study indicates that continued education is required before most consumers will appreciate the importance of lifestyle changes that we all simply must make."
EcoUnit's CEO encouraged marketers to review and discuss the complete survey results within their own organisation. "The results of this survey show that there is a huge opportunity in every consumer-facing industry for market leaders to develop programs that leverage the environment. The majority of companies have spent the early years of the green revolution looking inward; and in many cases this was appropriate, because huge environmental gains can be garnered by changing facilities, supply chains, and employee behaviors. But few companies have extended their eco-programs to connect with their customers. Consumer perceptions and expectations are changing as awareness levels rise, and now every company needs to explore how they can partner with their customers around the environment. Today it's an opportunity, but tomorrow it will be a threat."
For more information or to request a copy of the complete survey results, visit: www.ecounit.com
Source: eMediaWire.com