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Friday, April 22, 2011

UPDATE: The green gap

To follow-up on the Earth Day posting from earlier this morning (immediately below), I’ll share this article from Marketing Daily, which suggests that “the green gap” is widening (click to link).    The story is based on a report called Mainstream Green from Ogilvy, which you can read by clicking here.  The green gap generally refers to the distance between people’s belief or opinion about environmental issues, and their willingness to act on those beliefs.

Implications:   Perhaps your green marketing message should focus less on getting people to believe, and more on the ways you make it easy to act.

Mike Anderson, for the Elm Street Economics consumer trends blog. A service of The Center for Sales Strategy, Inc.

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