Light Wallet, Lighter Footprint?
Earlier this week, I was interviewed by Galia Myron, a journalist that focuses on green trends. This time around, Myron was interested in the link between green lifestyles and economic down-turns: in rough times, do we become more environmentally sustainable?
A new Harris Interactive poll reveals that in efforts to save money, more Americans are using mass transit and carpooling, cutting back on dry cleaning, using refillable water bottles, cancelling print subscriptions, and more. As a result, are consumers living greener lives?
“Nearly half of Americans (48 percent) are brown-bagging their lunch, up from 45 percent back in February. About one-fifth of poll respondents said that they also have stopped purchasing morning coffee before work (22 percent), and more than one in ten (12 percent) have started using mass transit or carpooling to get to work. Additionally, some Americans have also cancelled print media subscriptions, with nearly one-third (31 percent) having stopped one or more magazine subscriptions, and nearly one-fifth (17 percent) have cancelled newspaper deliveries.
Do these small changes mean that Americans are living greener while they strive to save money?”
Here are some of our insights on this topic:
”These eco- and budget-friendly changes may be happening in other nations as well, says Sofia Ribeiro, founder and co-owner of Canada-based green marketing services provider Kiwano Marketing.
‘Across the border, in Canada, it seems that people are still caring about the environment,’ she says. ‘According to a Harris/Decima poll conducted in August 2009, tough economic times, contrary to popular wisdom, have not led Canadians to abandon the environment: over 70 percent said environmental consciousness has become more important to them over the past few years. It’s always during difficult times that we tend to innovate, and to try to achieve more with less.’
Once prosperity returns, will people continue these money-saving, green-minded habits even as they enjoy relative wealth?
‘In the long-term, this will represent a new way of living—but, unfortunately, I believe we will see an increase of wasteful habits once prosperity returns,’ Ribeiro says, citing historical cycles.
‘If you take a careful look to the 20th century, you’ll notice that after a period of economic crisis, there’s one of prosperity and wasteful behaviors: the First World War and the crazy 1920s; the end of Cold War and the hippie movement; and so on,” she contends. “Most of the generation born after the Baby Boomers are more aware of their consumption habits. But, if you keep in mind the socially-accepted behaviors during the last century, you will notice that the scale is pending to reducing our consumption levels. In the early 1930s and 1950s, it was socially accepted to use one-time-use products and to throw away perfectly good items—and even food. Nowadays, this type of behavior is frowned upon.’
‘The opportunity here for businesses is to set up environmental and social standards across their supply chains, in an innovative way that won’t necessarily increase manufacturing costs,” Ribeiro says. “Large corporations such as Wal-Mart are already taking steps in this direction. More importantly, we are witnessing a rise of green products across mainstream retailers—a clear sign that environmentally responsible products are not just a fad, but are here to stay.’
This new social trend has significant impact on all businesses, she adds, especially green-minded ones.
‘Consumers are starting to look for products that will deliver on their promises—[that will] compete with non-green products—but that also last longer,” Ribeiro maintains. “We are also witnessing a rise of environmental-minded moms who will only buy products for their babies that are safe for the earth and for the health of their children.’”
Continue reading this article.
Recommended reading:
Green: The New Status Symbol?
The Emerging Buying Power of Eco-Moms
Motivating Mainstream Consumers to Make Sustainable Choices
