Cause Marketing

Cone Communications released a new survey on Tuesday, March 27, 2012 about consumer expectations and understanding of corporate green claims, and the results are both a wake-up call and an opportunity for companies messaging their green bona fides. In the study, called the 2012 Cone Green Gap Trend Tracker, Cone found that consumers just aren’t willing to do their due diligence when it comes to the environmental impacts of a company’s products. Ergo, 73 percent of consumers want companies to provide more environmental information on products directly on the packaging. Another 71 percent wish companies would do a better job helping them understand the environment terms they use. Some 36 percent believe that common environmental marketing terms like ‘green’ or ‘environmentally friendly’ mean that product has a positive effect on the environment. Another 18 percent believe that such terms mean that the products’ effect on the environment is neutral. Read Cone’s press materials for more r...