Marketers, not consumers, need environmental education.(Columns)

Advertising Age, April, 2008 by Bloom, Jonah

Byline: Jonah Bloom

Al gore is in the process of wasting a lot of green on a campaign designed to raise awareness of the climate crisis. Why "waste''? Because consumers are already aware of the issue, and many of them are already trying to do something about it. Not by talking to politicians, but by forcing change through their most powerful tool-their buying habits.

There are dozens of surveys to prove it. I like the "2008 BBMG Conscious Consumer Report'' partly because it's based on a broad sample of 2,007 consumers and partly because, unlike many of the others, it measures what people say against what they actually do. For example, while BBMG found that 86% of consumers identify themselves as "environmentally friendly,'' it also found that in...

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