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Response to Burst Media Survey-by Greg Strid

Burst Media, a provider of online advertising services to Web
publishers, based in Burlington MA, launched Burst Green
Network for advertisers seeking out environmentally conscious
consumers. This is a network that includes all shades of green
consumers, ranging from the committed and vocal to the
curious and slightly enlightened.

Many advertisers are curious about the attitudes of “green”
consumers. They want to know what drives them to purchase
items that save energy and reduce waste. Burst Media recently
conducted an online survey of over 6,000 consumers, discovering
that approximately four out of five use the Web to research green
products and initiatives. Click:www.burstmedia.com

This survey reveals the fact that a majority (81.9%) incorporate
a minimal level of green activity into their lives, with only 12.9%
admitting to not being green at all. And only 5.2% are completely
and utterly glowing green.

The most popular reason for going green is that this type of behavior
is “good for the environment.” Other popular responses include: “to
impact the future”, “to live a better quality of life”, “good for the
community”, “desire to make a difference”, “desire for a healthy body”,
and “desire to live simply and use less.”

Just over 60 percent of those who aspire to be green (sniffers)
behave this way because it benefits the environment. Close to 40
percent of those who are completely green (deep inhalers) embrace
environmentally sound living “to live a better quality of life”, with
“good for the environment” falling in 10 points behind.

According to this survey, consumers receive the bulk of green
information from news stories, followed by word of mouth,
personal research and then advertisements. Sniffers rely more
on news stories, inhalers prefer to conduct their own research.

All of this information seems to point to the fact that the bulk of
consumers embrace environmentally sound practices to feel good
about themselves. The hardcore, deep inhaling subset do so to
improve their quality of life, which most likely centers on health
and mental well-being.

What about cost savings and value for your money? The American
economy is shifting from blind, credit-fueled consumption to a
much more sober approach toward spending. The producers of
green goods and services need to convey the tangible value
associated with saving the planet, and they need to do so right
away. A slowing economy will demand that ALL companies clearly
explain the benefits received for each dollar that is charged.
© Greg Strid 2008

© 2008 Splendid Marbles.