iPods vs. the Environment: The Real Story Behind Green American Consumers

On July 23, 2009, over 40 professionals from the energy and environmental industries gathered at the Alliance's DC offices for its latest EE Noon session. The session featured Suzanne Shelton, President CEO of Shelton Group, a Tennessee-based ad agency and Alliance Associate.

Eco Pulse

Ms. Shelton delivered an engaging presentation on consumer attitudes toward energy efficiency and sustainability, revealed in the most recent installment of the her organization's EcoPulse survey. Conducted annually, EcoPulse helps the Shelton Group's clients guide consumers toward "greener" purchase and lifestyle choices.

Consumer Decisions

According to Shelton, today's consumers are placing increased importance on "green" in their purchasing decisions. As Shelton explained, the desire for green products now extends beyond the "stereotypical granola-crunching tree-huggers. It's everyday Americans."

As the EcoPulse survey illustrates however, the growth in "green" consciousness is offset by a vague understanding of "green" and growing skepticism of "green" claims now prevalent in the marketplace. Shelton believes that industry can further refine the efficiency and sustainability message to earn consumer trust while providing insight to the benefits of such products.

Self-Interested Behavior

Shelton warned that consumer are not altruistically motivated to make green choices - particularly during a recession, nor will they sacrifice comfort and convenience to do so. Economic gain, according to Shelton, is the key driver, so industry marketing should brand "green" accordingly.