Greenly Grab Consumers Attention

July 9, 2009

Have you given thought to how to best approach potential customers with your greenification?  Someone out there has.  A new study by the Shelton Group checked consumer opinions of marketing claims to find that survey respondents identified most with the “100 percent natural” claim. 

The researchers tested various claims including “organic,” “all natural ingredients,” “certified organic ingredients,” “bio-based ingredients,” and “contains natural ingredients,” to find that “100 percent natural” was the claim that attracts consumers and makes them feel most comfortable.

The Shelton study was conducted this year, in April and May, with surveyors questioning 1006 respondents.  Also reported in the same survey are the facts about what consumers are looking for:

  • Home cleaning products — 75 percent
  • Food and beverages — 65 percent
  • Personal care products (shampoo, lotion, etc.) - 55 percent

These are mostly personal products that consumers come in contact with on a regular, or even sometimes, daily basis.  But past studies have also shown that modern consumers are drawn to prefer “100 percent natural” products in almost every line of wholesale and retail trade, and that they are willing to pay more for such products.

And why not?  A greener house may initially cost a bit more, but if it falls in line with better home construction practices and provides greater energy efficiency, it may save money over the course of the home’s ownership.  The same goes for other products, from business and office machines, to home appliances and even foods, which are often believed to be more nutritious and healthier to consume. 

The Shelton group says 60% of consumers are seeking out green product and an even larger percentage say they are not cutting green spending, even in this difficult economy.  Green marketing is here to stay, so why not put the best foot forward?  Go 100 percent natural and see if consumers “greenify” your returns.

(If you’d like to read more about the Shelton Group’s  survey, Eco Pulse 2009, the results are posted online here:


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