With global warming just one of several environmentally charged topics hotly debated in all manner of media, the focus of what needs to be done is largely centered on companies and businesses. Doesn't it stand to reason, however, that if environmental marketing is to succeed the consumer's voice should enter into the dialogue?
The Hartman Report on Sustainability: Understanding the Consumer Perspective is the first major integrated quantitative and qualitative study to find out how consumers feel about a world struggling to live in balance today for the benefit of future generations.
While the term sustainability strikes a chord with only the most evolved health and wellness consumers, this should not fool us into believing that sustainability-related issues are irrelevant to everyone else. Quite the opposite is true. In fact, there are strong indications that a host of issues related to sustainability have become mainstream concerns to masses of American consumers.
The report, inspired by over decade-long studies of consumers engaged in living health and wellness lifestyles, examines the understanding consumers have of "sustainability" and how issues related to sustainability become manifest (or not) in the context of everyday life and in relation to shopping and consumption practices.
What to expect
Expect the unexpected: Few consumers have deep or extensive knowledge of expert, policy, or corporate discourses related to sustainability and sustainable development. In fact, relatively few consumers have any familiarity at all with the terms "sustainability" and "sustainable development." At the same time, however, we found that most consumers do (93%), in fact, operate in everyday life with varying degrees of what we have come to think of as "sustainability consciousness."
Our research clearly reveals that a cultural shift is taking place in terms of consumer awareness, acceptance and practices that relate to sustainability. Specifically, the Sustainability from a Consumer Perspective provides detailed sociological exploration of how perceived risks from air, water, sun and food vectors translates into both personal behavior as well as larger notions of what are sustainable and environmental practices, products and services.
The Hartman Report on Sustainability: Understanding the Consumer Perspective is a deep dive into how cultural behaviors are evolving in a variety of spheres, including but not limited to recycling, household cleaning, gardening and the selection of apparel and household objects and how these preferences translate along the lines of so-called "sustainable" choices.
Given the scope and complexity of consumer behavior, anyone marketing or providing services from a platform of eco-consciousness should consider the findings presented in Sustainability from a Consumer Perspective.
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