Become a Member

Get access to more than 30 brands, premium video, exclusive content, events, mapping, and more.

Already have an account? Sign In

Become a Member

Get access to more than 30 brands, premium video, exclusive content, events, mapping, and more.

Already have an account? Sign In

Brands

Brands

Did you hear?…Study finds majority of consumers still uncertain about what sustainable means

BuzzBack Market Research conducted a Project Green survey that showed only one in three consumers were familiar with the term sustainable and what it actually meant.


Get access to everything we publish when you sign up for Outside+.

BuzzBack Market Research conducted a Project Green survey of 1,141 consumers living in the United States and the United Kingdom to determine how concerns over the environment and global warming may be influencing buying habits and how consumers live their lives.

While much of the news is good, the study found that only one in three consumers were familiar with the term sustainable and what it actually meant. The implication is that sustainable is a buzzword among industry, but not yet understood by consumers, proving that much more education is needed.

The study also found that 75 percent of respondents were “extremely/slightly” worried about global warming. However, U.K. residents have been more proactive than U.S. residents in taking action to address their worry. In the United Kingdom, approximately two-thirds of those who expressed concern about global warming had made changes to buying habits and lifestyle. In the United States, only half had made such a change. The results of the survey, completed prior to Earth Day (April 22, 2008) can be found at www.buzzback.com.