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Consumers, deeply concerned about the environment, have better-than average recall when it comes to remembering green advertising, but they aren’t buying into the claims. That’s the finding of a Burst Media online survey in April of more than 6,000 consumers ages 18 and above.
More than 70 percent of respondents recalled seeing green ads at least occasionally, yet more than 20 percent said they never believe the claims and a whopping two-thirds say they only believe the claims “sometimes.”
Jarvis Coffin, president and CEO of Burst said, “The deeply passionately green audience is rooting for the brand marketers to get with the green thing.” If you find your best, most invested audience, speak to them – and providing your claims hold up, of course, those people become your champions in the marketplace.”
Coffin observed, “Marketers have got to overcome a lot of suspicion, and the place to do that is with that group of deeply engaged consumers.” He believes the Internet, with its capacity for narrow, cost-effective targeting is a good place to reach that group.