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As any politician will tell you, it’s one thing to get someone to smile and shake your hand and quite another to convince him to pull out his wallet. And as any brand manager will tell you, this maxim also applies to environmental marketing. Lots of consumers say they care about the planet, but try to get them to spend extra on eco-friendly brands. Marketers have puzzled over this disconnect for years. Now, a new study has proven that it’s not all in their heads.
According to “Green Brands 2011,” a survey just released by global brand consultancy Landor, consumers are worried about the planet like never before—just don’t ask them to dig too deeply into their pockets to save it.
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