Women on-message with green issues

Anyone considering launching a green product, an eco-friendly campaign or a project to reduce carbon footprints should concentrate their pitch on women, rather than men.

So suggests a new advertising study which polled 10,000 consumers, to find the fairer sex is more trusting of, more interested in, and more likely to spread so-called ‘green’ messages.

Their green credentials not only colour what products/services they buy, but they also rub off on their partners, meaning men in relationships are likelier than male singletons to ‘go green.’

“’My other half told me to do it’ was a message we consistently heard in the research,” said Richard Ferro, insight manager at Emap Advertising, which commissioned the study.

Speaking yesterday, Mr Ferro told the FT that women are increasingly the target of green campaigns because, overall, their “attitudes are much greener” than men’s.

The paper cemented the claims that women are more interested in the environment by pointing to research from the Future Foundation, a consultancy.

It found that between 1983 and 2004 the number of UK women concerned about eco-friendliness overtook the number of similarly concerned men.

Although reports suggest eco-friendly cars are becoming increasingly popular among men, Emap’s research shows 20% of them don’t care if a company has green credentials or not.

Men are twice as likely as women to distrust a company that says it operates in the interests of the environment, and fewer than four out of ten say green issues impact their weekly shop.

Yet among women, 56% said concern about the environment influenced their grocery buying, with almost an equal number saying it “encourages me to feel better about their company.”

Brand experts warn that companies which fail to communicate environmental policies could lose out to competitors or suffer a backlash at the hands of green consumers.


19th April 2007

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