If you think it is the younger generation who is best at ‘green shopping’, sorry to let you know that it is not the reality. It is a recent study jointly conducted by ‘The Integer Group, and ‘M/A/R/C Research’, which lead us to such a conclusion. The survey indicates that the 55+ age group shows higher eco-consciousness than the 18-34 set. It sounds quite disappointing in a way, isn’t it?
The statistics appear to be highly relevant as it comes from two most authentic sources. The Integer Group is one of the world’s largest promotional, retail, and shopper marketing agencies, and a key member of Omnicom Group Inc. M/A/R/C Research is a brand development firm dedicated to helping clients create, evaluate, and strengthen their brands.
Though the customers are willing to take care in energy saving measures like switching off light bulbs, when it comes to processes requiring considerable amount of time and money they seems to back out. The declining number of ‘green shoppers’ is just one instance regarding the same.
It’s high time we find a solution to this trend of younger generation’s abstinence from ‘green’. However, the solution must be focused on both the emotional as well as functional needs of the customers lest it will remind us of the failures occurred to SunChips compostable bag. Ironically, it was too loud to impart the pulse of green. Obviously, it tells us that tackling such inconvenience meted out to the consumers will definitely be a major leap ahead in promoting ‘green shopping’.
Now, how many of you are willing to pay some extra bucks on buying locally grown organic food?