Advertising green products today: A view from The Futures Company

Joseph Clift

Consumer attitudes to environmental issues are the basis of The Futures Company's Greenprint Sustainability Research, latest findings from which were discussed at a briefing in London in July 2010.

The research suggests the average shopper is willing to take steps to live a more sustainable lifestyle. But various factors - financial worries, conflicting information on green issues and increased scepticism - have mitigated against the widespread adoption of green behaviours in people's day to day lives.

Of course, this somewhat conflicted consumer mindset poses problems for advertisers of green brands. So presenters at the briefing attempted to offer sound, actionable advice for best practice on green communications.

How do consumers feel about green issues?