It seems almost daily that the news reports of a study or survey showing that x% of people - usually a large % - wants their products to be more environmentally friendly. And those same studies often state that y% - again, usually a pretty high number - are willing to pay more for the same product if it's more eco-friendly. If you're really interested, you can find this information from sources like LOHAS and the Natural Marketing Institute.
While I'm willing to believe these statistics, the market really needs some hard evidence before we see mainstream producers react in a significant way. We need to see case studies of products that are equivalent in nearly all attributes other than their eco-friendliness and price, yet they sell in greater quantities within an identifiable segment of the population. Until this kind of hard evidence is available, I'm afraid the naysayers and claims of greenwashing will continue to hold a strong position.
We are building a group of consumers who want to facilitate this corporate transformation by providing constructive feedback. We invite companies who are interested in understanding the true costs and benefits of greening themselves and their products to visit www.ecounit.com and think about how they can utilize our member base to accelerate their transformation.
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