Sunday, June 15, 2008

The great green marketing tidal wave (you ain’t seen nothing yet)


More on brilliant qualitative research later in the week.

But right now, some sustainable food for thought.

There’s an event called The Green Awards For Creativity in Sustainability in the UK. High time we had the same in Australia (think I might get onto the case).

Anyway, I’m looking forward to the 2008 UK awards. It’ll be very interesting to see if/how the key messages have changed since last year: leading/tapping into the fast-moving green collective consciousness.

The green marketing (tidal) wave presents a fascinating conundrum for market research. There's a gap between green intentions and green behaviours. So, for example, when presented with a new green product idea, and research participants say ‘I’d buy it’ or ‘Never in a million years!’, to what extent should we base decisions on their responses? Are attitudes to green changing just a bit too unpredictably and just a bit too fast for market research to be of much help here?

Yes and no.

Hang onto that cliff until next time…

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