The GfK Group— which stands for Gesellschaft für Konsumforschung— is Germany’ s largest
FAST
FACTS market research institute. Now in 37 countries, GfK launched Green Gauge U. S. in 1992. In 2010, they launched the annual Green Gauge Global survey in 25 countries. The survey takes a holistic approach to understanding how people think about, and act on, environmental issues. For more, visit gfk. com.
Key Findings from GfK’ s Green Gauge Global Study
Going Green is a Status Symbol. For many consumers, going green is as much about personal status and image as it is about doing the right thing. One segment of consumers GfK is tracking is called“ Glamour Greens,” who see concern for the environment as a badge of honor. This Glam Green group makes up about one in three of all consumers globally, is on the rise, and is over-represented in emerging countries in Asia. simply believe that green alternatives don’ t work as well. Some don’ t believe the claims that companies make, aka greenwashing. Lastly, others simply don’ t have access to green products— but this is becoming less of an issue around the world.
P: Drawing from findings of the study, what business opportunities do you see, especially for spas and companies that are actively promoting environmental issues? K: First, make it visible. Status and showing off are important and innate motivators when it comes to the environment. Companies in the spa industry should think about how products and services can help consumers communicate this green badge of honor to others.
Also the industry should actively target key consumer groups. This includes young adults, who tend to have grown up with environmental education in the schools and are digitally savvy. Higher-income, college-educated, middle-aged women also tend to be more engaged with the environment and natural products. These consumers tend to be savvy and can easily sniff out greenwashing in advertising or products. Thus, spas and supporting companies should look to make as much of the experience as green as possible. Just highlighting a few features will not be relevant to the green consumer. In going green, the spa industry should take a holistic approach towards the topic of environmental responsibility. n
Green in Going Mobile. Mobile technology and social networking are supercharging and bringing a new dimension to consumer interest in the environment. For example, 51 percent of U. S. consumers cite social networking sites as a major or minor source of information on the environment, a rise of four percentage points from 2011. In addition, one in three consumers in the U. S. has used a smartphone app in the past year to help reduce his or her impact on the environment. This is a trend that is driven in large part by younger consumers.
Emerging Markets Lead the Way. Emerging markets in Latin America, Asia, and Africa are on the leading edge of green consumer trends. The number of consumers reporting that they take the environment into account when buying products has increased significantly in Brazil, China, Mexico, and South Africa from 2011 to 2012. During the same time period, purchasing remained either flat or down in much of the developed world.
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March / April 2013 n PULSE 43