Advertising Age: Has 'green' stopped giving? - Business - Going Green - msnbc.com
...this year hybrid sales are down 10 percent in a market up 10 percent.
And in politics, the brand with the stronger green positioning — the Democratic Party — was soundly thrashed at the polls last week. The economy was, of course, a far bigger factor than the environment. But Democrats in coal-producing and Midwest industrial states were targeted in ads for their support of alleged job-killing cap-and-trade legislation, which would limit and raise costs for carbon consumption.
GfK Roper Consulting in its September report found what it described as a dramatic increase in the percentage of U.S. consumers wary of environmentally friendly product alternatives. The share of consumers who think green products are too expensive rose eight points in two years to 61 percent, while those who believe they don't work as well jumped nine points to 33 percent and those who believe they're not even as better for the environment in the first place increased eight points to 38 percent.
What should be most concerning to marketers is that skepticism is on the rise after two years of more consumers having first-hand experience with a growing number of green products.
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