I read an interesting article this week regarding myths of sustainable consumers (thanks Greg!). The headline read, “New study shatters stereotypes of what motivates buyers.” The article outlined six myths. Myths three through six were technical and scientific so I am leaving out my comments on those.
Now to myth one, “Green consumers’ top concern is the environment.” The reason this was regarded as a myth was that the survey respondents when asked to identify their top concern mostly responded that it was the economy (59%). Only 8% replied the environment was their top concern.
Now, the conclusion from the survey was this constituted a, “Myth.” What it did for me was to call into question the validity of articles such as these, the interpretation of survey results, the breadth of thinking that goes into the final analysis and the use of headlines to sway the reader towards a view that is not necessarily correct. I would guess a huge percentage of the population would put the economy as their greatest concern in the current climate we all live ~ unemployment running near 10%, foreclosures at record levels and people generally fearful of losing their jobs and being unable to provide a roof over their head. All of this is not to say in normal times a very large percentage of the population would agree that the environment is extremely important to them.
This is where my comment regarding breadth of thinking comes into play. Surveys should not generally be taken at face value. Their conclusions should always be treated with a degree of skepticism. Depending upon the bias of those conducting the analysis, the results can conclude any one of several different views. Taking this to the extreme if someone took a survey regarding their top concerns whilst a loaded gun was being held to their head, their top concern would be getting their head blown off. Once they found out that the gun was a toy they may well revert to their next top concern.
All of this is born out by the second question, slated as a myth. “Green consumers main motivation when reducing their energy is to save the planet.” A total of 73% responded that their main motivation was to reduce their energy bills and control costs whereas 26% said it was to lessen the impact on the environment. It stands to reason that with credit card debt into the trillions nationwide and personal disposable income at huge risk, the question was answered with the proverbial gun to their heads.
The environment is a huge concern. It is a huge concern to all of us as individuals and surveys of this sort, with their narrowly thought out conclusions are a hindrance rather than a help when trying to win over the hearts and minds of the people and convince them time is running out and the time to act on sustainability issues is now. Legislation alone will not implant the environmental culture into the lives of the people in this country. It is an ongoing education process of information and persuasion that will ensure we create a better world for our children’s children.
Surveys are great. They can be useful, but always look behind them and consider the wider alternative view to those concluded by the analysts. We will succeed in this. We have to. We have to ensure that the way we conduct ourselves and our businesses is conducive to creating a better world for generations to come and look back on our time here as the time when we achieved the most important steps for this world ITHOE.
“Building on the past. Restoring the balance. Creating the future,” right Hanson Building Products team?!?!