Finally...

Thanks to Joel Makower for a great post on market research in the green space:

I find myself getting increasingly irritated. Can market researchers be accused of greenwash? I'm beginning to wonder.
Two examples:
Approximately 50 percent of U.S. consumers consider at least one sustainability factor in selecting consumer packaged goods items and choosing where to shop for those products, according to a new survey by Information Resources, Inc.
Nearly nine in ten Americans say the words "conscious consumer" describe them well and are more likely to buy from companies that manufacture energy efficient products, promote health and safety benefits, support fair labor and trade practices, and commit to environmentally-friendly practices, according to the BBMG Conscious Consumer Report.
I don't profess to have studies that refute these, but you don't need to be a social scientist to know that neither of the above conclusions is on the money. Half of consumers do not consider sustainability when buying packaged goods — everything from cosmetics to cleaners, Rice-a-Roni to razor blades. (Do half your friends and family members shop this way?) And to think 90% of us are "conscious consumers" when it comes to the planet? C'mon. Half of us aren't even conscious about what we put into our bodies.

Read the full post here.