[The Vector] Clean Energy News: New Approaches Needed to Mainstream Sustainable Living

A new study by OgilvyEarth reveals that while 82% of Americans have good intentions towards being green, only 16% are really dedicated to the intentions. The study is entitled “Mainstream Green: Moving Sustainability from Niche to Normal” by Graceann Bennett and Freya Williams, sponsored by Ogilvy & Mather.

The authors make the case that while some people get the importance of sustainable living, it won’t matter unless the masses truly buy in. There are a number of barriers, small and large, psychological and economic, to these barriers. The report lays out the barriers and then offers solutions to breaking them down.

Most of the green dialogue and marketing for green sustainable living has been focused on the dedicated “super greens” on

one hand, and trying to convert the “green rejecters” on the other. There has NOT been focus or enough work done, says the report, on motivating the masses or the “middle green” due to many reasons outlined in the report.  In fact, the report focuses on this so-called vast “middle green” and in the end offers 12 ways to close the gap with this group.  Closing the green gap is necessary if we are going to become a sustainable, green-friendly country, says the report.

Courtesy OgilvyEarth

In a press release, co-author Freya Williams said that “OgilvyEarth’s mission is to help brands realize the opportunity in sustainability…bringing actionable and pragmatic insight into motivating mainstream consumers to act.” The report contends that niche marketing has been trying to spur the movement, but green needs to move to the mainstream and become the “new normal” and popular.

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The study revealed that 16% of the population is the “super greens,” those who are dedicated to sustainable choices in their lives, and follow through fervently. The vast middle, 66% are the “middle greens” and 18% are “green rejectors.”  But what about that vast middle? They are broken down equally, as you see in the chart here courtesy OgilvyEarth.

There are actually some extremes within the “middle greens.”  The Upper Middle believe that the sustainability movement and clean tech is important, they believe in the problems facing the environment must be addressed and they tend to support policies for better green lifestyles. They may not have taken the step of fully accepting green like the “super green” category and they may be forestalled due to price or economic reasons, or others stated later in this report. They tend to purchase some eco-friendly products. The Lower Middle may acknowledge that green is important but haven’t taken a stand or any great steps to enact it in daily life. As seen in the chart below, there is a divide in certain areas of thought between the two – certainly between major issues that one group feel is very real while the other feel is hype. The study found that Upper Middles tend to be Democrats while the Lower Middles tend to be Republicans and male.

What is the number one barrier to the masses in the U.S.? 

Money.  

…to be continued…