Green actions offer consumer value and environmental benefit

Anna Sampson and Karl Guard

The article discusses how green attitudes are developing among consumers, how some companies are taking advantage, and argues that green plus value provides consumers with the motivation they need.

Green actions offer consumer value and environmental benefit

Anna Sampson and Karl Guard

The green mindset has shifted focus over the last six months from green as a save the world lifestyle choice to green as a way to save money. Some brands successfully predicted this shift and are ahead of the curve, others are losing favour. If marketers had listened to consumers, they would have realised that making green more personally relevant was always going to be more motivating, and at the moment nothing is more personally relevant than saving the pennies.

The biggest consumer barrier to...

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