Consumers might be hearing the message when it comes to green marketing. The trouble is, they’re not buying it.
According to a survey this month from online consultant Burst Media, more than 70% of consumers say they can recall green advertisements at least occasionally. However, 23% say they never believe the claims behind them, and 65% say they only sometimes do.
This is frustrating news for supermarkets, who have kicked green marketing into high gear lately. But take note — 42% of consumers say they research claims, mostly online.
That means retailers need to seriously consider their Web presence and use it to offer up transparent messaging, said Burst Chief Executive Officer Jarvis Coffin.