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Press Releases
The Weather Channel Taps in to the Mind of "Green Consumers"
Research Provides New Insights for Advertisers and Asserts TWC as Leading Authority on Climate Issues
The Weather Channel - October 4, 2007
ATLANTA--(BUSINESS WIRE)--Today, The Weather Channel reveals important implications for advertisers who need to understand the levels of green consciousness of American consumers. With 50 percent of respondents indicating that the environment is heading in the "wrong direction" and an additional 89 percent agreeing the media has a responsibility to inform consumers about these topics, these results provide valuable insight in to how consumers' attitudes about the environment may ultimately shape their purchasing decisions. The study was commissioned by The Weather Channel, conducted by PSB, and designed to monitor market awareness of environmental issues and the impact for today's advertisers in an increasingly competitive market.
Shades of Green
According to the study, a public image of sensitivity to environmental issues is critical to perceived brand and corporate attributes. The study supports the theory that the degree to which an individual supports green efforts will strongly impact that person's buying decisions. The conclusion in terms of brand perception revealed that companies can build good will and ultimately solidify brand loyalty with its customers since a significant percentage of consumers expect and are willing to pay a premium for environmentally conscious products.
Five groups are identified in the green segmentation study by their degree of environmental engagement based on issues, attitudes and behaviors. While everyone has an opinion about the state of the environment, their overall perception and level of actions may vary greatly. The Weather Channel is labeling this continuum "shades of green" and they range from those consumers who are relatively unconcerned with the environment to those that are most highly engaged and characterized as those that are willing to do whatever it takes to "help the cause." The study provides extensive details about how each segment regards the green movement of today, their perceptions about how society is approaching these topics, and how these attitudes affect their decisions about purchases they make and some of the companies with which they choose to do business.
Topics of Concern
The study gauged overall awareness and levels of concern on a variety of environmental topics. The issue of global warming topped the list as most important to consumers, while concerns related to trash/waste/pesticides or chemicals ranked as secondary topics of concern..
In reference to global warming, respondents were specifically asked to state their level of agreement with the statement "I believe that global warming, the increase in the average temperature of the Earth's near-surface air and oceans, is a problem that exists." There was a strong consensus of belief in this statement with 83 percent of respondents agreeing. Also high on the list of concerns for most respondents was greenhouse/ozone gases, a known contributor to climate change.
"We are providing this information as a service to help advertisers stay on top of what can be perceived as a green ¡¥trend' while recognizing the extreme seriousness of this issue." said Debora Wilson, president and CEO of The Weather Channel. "Consumers bring varying levels of interest and attention spans regarding environmental topics when making media decisions. This study proves that one size does not fit all when it comes to reaching today's consumers with an environmentally friendly message."
Sample Questions
The study provides evidence that the degree to which an individual supports green efforts is an important factor in that person's buying decisions. Responses are given for each segment in answering questions such as:
- How well are entities like the government and, media doing in protecting the environment?
- What is your willingness to make major changes in your lifestyle for environmental issues?
- How do you define a green brand? (Ex: environmentally conscious, eco-friendly packaging, etc.).
- What is your willingness to make major changes in lifestyle for environmental issues?
- How willing are you to spend more money of a product if you know it is good for the environment?
- How important is it that products you buy or the companies that sell them are environmentally friendly?
- Do you agree: "If I can keep my body green by eating a healthy, balanced diet, then I've done enough."
- How often do you purchase products that may contain harmful chemicals?
About The Weather Channel
The Weather Channel, a 24-hour weather network, is seen in nearly 93 million U.S. households. Its Web site, weather.com, reaches more than 30 million unique users per month. It content is generally ranked within the 15 most popular in the U.S. by Nielsen//Net Ratings. The Weather Channel also operates Weatherscan, a 24-hour, all-local weather network available in 22 million households, The Weather Channel Radio Network, The Weather Channel Newspaper Services, and is the leading weather information provider for emerging technologies. This includes broadband and interactive television applications, with wireless weather products accessible through high-speed Internet services, phones, pagers, and personal digital assistants. The Weather Channel is owned by Landmark Communications, Inc., a Norfolk, VA-based, privately held media company.
About Penn, Schoen & Berland Associates
Penn, Schoen & Berland Associates (PSB) has nearly 30 years of experience in leveraging consumer opinion to provide clients with a competitive advantage, or more simply - providing clients with Winning KnowledgeTM. PSB brings an extensive network and unique knowledge base to bear on communications issues. PSB uses experience and global reach to deliver unrivaled business and political insights. PSB executes polling and message testing services in over 70 countries for Fortune®500 companies and major political campaigns to develop brand positioning, guide successful advertising campaigns, generate favorable publicity, and advise in crisis management decisions.
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