I never thought I would be citing Kathryn Rem at the SJ-R for an environmental article. Don’t get me wrong she is a dandy writer, in the same league with Tim Landis (whom I regularly “borrow from”), but she usually writes a food column. I read it faithfully because I am a minor foodie, and she usually has cool things to say. In her Seeing Red About Green, she broke a story that I might have missed. Thanks Ms. Rem!
This is the article that I think she based her article on:
Industry news and insights by Lisa EverittOne-Quarter of Consumers Say ‘Screw The Environment’Two new studies say 10-26 percent of shoppers are “Never Greens,” whose reactions to environmental claims ranges from apathy to outright anger.
Mintel International in Chicago coined the term “Never Green” to describe 10 percent of the shopper universe. A second study by The Shelton Group of Knoxville, Tenn., found that 26 percent of respondents were “hardcore skeptics,” mostly upper middle-class, conservative, middle-aged men.
reporter Jim Edwards profiles William Coverley, a retired investment banker from Ohio, who just bought his 10th vehicle, a 2008 GMC Yukon XL that gets 14 miles per gallon.
“I don’t care about the environmental reasons and I’ll tell you why,” Coverley said. “All this stuff about carbon emissions, no one really knows about the output of the sun and yet it’s the single most important input behind global warming . . . Are the Chinese going to be environmentalists? Are the Indians going to be environmentalists? Are the Russians? I don’t think so.”
Edwards suggests studying your market carefully before launching green marketing, because emphasizing environmental claims may cost you the business of people like Coverley or Washington accountant Sally Herigstad. She bought organic produce by mistake at Fred Meyer and was dismayed to discover a recently deceased two-inch caterpillar in her steamed broccoli.
Shelton Group CEO Suzanne Shelton found that 46 percent of respondents felt “guilty, skeptical, irritated or unaffected by green issues,” and the same percentage put their comfort ahead of convenience and environmental concerns. The study was commissioned by Shelton Group client BP Solar.
A Denver-based business writer, Lisa Everitt is a veteran of daily and weekly newspapers and trade magazines, including The Natural Foods Merchandiser, Rocky Mountain News, Inter@ctive Week, San Francisco Business Times, and the Peninsula Times Tribune.
So in the end that is what the environmental movement is up against. The environmental Rape Crowd, proud that they are stealing from their grandchildren because their grandparents stole from them. If you think they aren’t vocal, you would be wrong.