Quick Study: Americans Buy Green Products, Even in Tough Times; Execs Give Thumbs Up to Digital and Social Strategies

â–¶ Green Habits Grow, But Consumer Trust Wilts: A May 2012 consumer survey from tissue paper company SCA and Harris Interactive shows that even during difficult economic times, 69% of American adults are buying green products or services, and 48% of them say they do so because they are better for the environment. However, it’s not all rosy: Only 20% believe most companies are ethical and transparent about their operations and even fewer (18%) trust companies claiming to be transparent even if they have independent verification. Other findings include:

• 32% believe green products are now the norm and a required expectation, while 42% believe green products and services are just getting started.

• 82% say they are knowledgeable about which companies and brands have a strong history of sustainability, and an impressive 80% say they consider the history of a company’s sustainability when purchasing from them.

• 73% of American adults say they can determine if a green claim is true, although it’s unclear how they make that determination—only 27% say they do their own research and 19% say they rely on independent third-party certifications.

Source: SCA/Harris Interactive

â–¶ Execs Give Nod to Digital Future: A majority of brand owners believe big data, digital marketing and social media tools will play a key role in their future strategies, a McKinsey study, released in June 2012, has found. The consultancy polled 1,469 executives, some 65% of which ranked big data and analytics among their top corporate priorities, including 9% stating it was the most important area attracting attention at present. Figures for digital marketing and social media hit 68% and 8% respectively as priorities. Study highlights include:

• 60% of companies are now consistently positioning brands across channels, 51% are engaging consumers through social media and 39% are targeting content to specific online audiences.

• A further 38% are deploying targeted Web ads, 35% are using company Web sites to test messages and offers, 30% are developing customer tracking systems and 26% are building apps and games.

• Looking over the next three years, 66% of enterprises say that digital business would boost their operating income, with 12% expecting a 30% expansion on such a measure. PRN

Source: McKinsey