You cannot read or watch the news without being bombarded by headlines about climate change. From the carbon emissions generated by air travel and air freight of food to congestion charging, environmental issues have never had a higher profile.
Indeed, while 'saving the planet' was once the exclusive territory of The Green Party, all the UK's main political parties now prioritise the environment in their policy manifestos.
So perhaps it should not be surprising that a recent report suggests consumers are starting to tire of green issues, and are confused over what effect their efforts to cut their carbon footprint are actually having.
According to the ICM survey for the Ideal Home Show, 23% of consumers are bored of 'eco news', while 18% admitted that they exaggerate their personal efforts to combat climate change because it is fashionable.
The research also reveals startling inconsistencies in the public's approach to 'going green'. For example, 80% of respondents claim to use energy-saving light bulbs, and 90% use the kettle to boil only the amount of water they need - but 81% do not check whether the wooden products they purchase are derived from sustainable sources and 75% do not consciously choose eco-friendly detergents.
Much of this inconsistency could be attributed to the fast-changing nature of environmental issues. Carbon-offsetting schemes, for instance, were initially hailed as a useful way to reduce carbon emissions globally, but were soon claimed to be largely ineffective, while the Soil Association's recent decision to continue to give Fairtrade accreditation to some air-freighted organic produce has led some to ask whether ethical concerns should trump environmental ones.
Brands are also coming under fire for 'greenwashing', where they stand accused of making false claims about their environmental credentials. Complaints to the Advertising Standards Authority over green claims in ads have spiralled, and some warn that the trend will fuel public cynicism.
We asked Chris Arnold, creative partner at ethical marketing agency Feel, and Giles Gibbons, managing director of corporate social responsibility consultancy Good Business, how green campaigners can ensure consumers do not turn their back on the environmental debate.
DIAGNOSIS 1 - CHRIS ARNOLD, CREATIVE PARTNER, FEEL
The media has taken a green overdose - almost every day we read another bad environmental statistic, and almost weekly we get a front page that is all doom and gloom.
As if there wasn't enough spin, the press has used the 23% of moaners as evidence of a state of 'green fatigue', ignoring the fact that 77% of people obviously don't feel bored with green issues. By any marketing measure, that's a fantastic response rate.
However, we are in danger of creating a negative attitude toward green matters. Authorities and governments are falling over themselves to jump on the bandwagon and make us feel guilty.
What I think the public is really suffering from is confusion - there are too many mixed messages. Fairtrade is good, if we ignore the carbon footprint from air freight; buying local is good, except the meat has been on a 200-mile trip via a slaughter house before reaching a butcher 10 miles from the farm.
Oh, and even mineral water and planting trees are now bad, apparently.
REMEDY
- Clarify and educate: the public need facts, especially as there's a lot of spin.
- Put a stop to the lies, half-truths and greenwash.
- Brands need to be realistic about what makes a difference, and what helps people take the right action.
- People want going green to be easy, so brands need to reduce the barriers such as cost. Consumers want to change the world from their armchair.
DIAGNOSIS 2 - GILES GIBBONS, MANAGING DIRECTOR, GOOD BUSINESS
Climate change has exploded onto the national agenda and led to a dizzying raft of 'green' programmes, campaigns and initiatives from all sectors. It's all been coming thick and fast, but is often vague and generic, and we've ended up with an enormous amount of green clutter. So it comes as no surprise that consumer apathy is rising.
But conversion to the climate-change cause has spread through the nation. Yes, consumers care, but they are also confused. These issues are deeply complex and consumers' environmental intelligence is low.
Instead of backing off, brands need to try to give consumers a helping hand. Just telling them your product is 'green' categorically fails to do so - you need to explain exactly what it does differently and what the environmental benefits will be.
Not only does this make the business case stronger, it also raises consumers' environmental intelligence and puts brands in the role of educator and adviser. Organisations that are specific on the green issue will stand out.
REMEDY
- Kill the word 'green'. Be specific: tell consumers what you are doing and why, and quantify the impact.
- Don't become an eco geek. Keep it clear, creative and consumer-friendly.
- Educate and advise as this will drive interaction and engagement.
- Don't treat people as fools. Do something that will have a substantive impact.
- Make it yours. Do something only you can do, and sustain it.