Green business owners beware: don't buy into your own press. Although we are wont to focus on the oft-cited LOHAS stat "1 in 4 adult Americans cares about health and sustainability," the real ratio is less favorable, especially in cases where the green label costs more. And that still leaves an uninterested majority. How much more progress could we make if we learned to engage the other 75 percent in the green conversation?
I've been trying to uncover the reasons why the majority doesn't value sustainability since 2005, and through my search I've made some surprising discoveries about the obstacles that we're facing.
The systemic barriers to positive change are entrenched and insidious, stretching far beyond the usual culprits of big industry and hyper-consumerism. Although my study was more anecdotal than quantitative, it reflects an investigation of those attitudes that don't appear in surveys.
Among the cumulative challenges these obstacles pose is the ability to easily, frustratingly, reduce sophisticated CSR programs to lip service. And many of the genuine issues preventing sustainability from taking root are exacerbated by the proliferation of green marketing strategies -- a sad irony. It calls to mind Einstein's warning, "We can't solve problems by using the same kind of thinking we used when we created them."
Despite the discouraging nature of these findings, they do present opportunities for savvy entrepreneurs and conscious companies who can help consumers translate environmental awareness into action. Here are some observations that represent the most inconvenient -- and still largely unspoken -- truths standing in the way of a sustainable America.
1. The socio-economic rise of women speeds consumption. Over the next five years, the global incomes of women are estimated to grow from $13 trillion to $18 trillion. That incremental $5 trillion is nearly twice the growth in GDP expected from China and India combined, making women the biggest emerging market ever seen. This means a huge opportunity for consumer products companies.
As one marketing strategist points out, "We are continuously doing research on 'why she buys' to give us insight into the impact that female consumers have on the marketplace." He goes on to suggest that delayed marriage, lower birthrates, divorce and higher incomes make women prime targets for goods in the convenience, luxury and technology categories. This spells serious un-sustainability.
reactions to #1
I appreciated reading these responses, all good points to add to/complement point #1 in the article. Especially the point that mothers are often buying goods for more than themselves. I too felt that perhaps this marketing researcher was focused on a specific type of woman, clearly not the type who is just trying to bring herself out of poverty/dependence on her male partner. We've all probably heard the argument, and I for one agree, that one of the best strategies for achieving sustainability is the empowerment and education of women. And here again we may be talking about a certain type of woman.
Nice post - and we referenced it on EarthPM
Thanks, Anna, very well done.
We took the liberty of referencing the post and your new book at our site http://earthpm.com - a site for project managers interested in sustainability.
Good luck with your book!
Regards,
Rich Maltzman, PMP
Dave Shirley, PMP
EarthPM - At the intersection of Green and Project Management
women, conscious consuming and multiplying the effect
I very much see women's growing power as consumers to be an opportunity, which is what I believe you meant by including it in this piece/your book, Anna. Understanding them - and what makes them buy or not - will be key in encouraging more conscious consuming overall (no gender about it). Fortunately, lots of research has been done and many big brands have gotten very good at reaching women, so we have case studies to examine. Now, we just need to convert that knowledge to educate or "sell" women on buying less or, at least, more wisely. And, their word-of-mouth/telling others potential could seriously be leveraged as catalyst for change! The way women connect over what/how they buy is ripe for use as a tool to spread the word about sustainability. Great article, Anna!
Political and Corporate Influence
Thanks for the article.
As Americans, we are wrestling with the nature of the ambitions which brought many of us to this once extremely resource rich country. However, now that control of resources has become more concentrated, that dream has become more difficult for many to achieve and we are quickly devolving back to the serf cities from which we came. To correct this balance, the power of collective management will become more important. As you say, the real growth of sustainability will be at the personal and local level. Unfortunately, political barriers really start to kick in at the regional and state levels that suppress a community's power over their own area.
The political obstacles to attaining sustainable practices deserve closer analysis. From ballot access, media access, partisan power and campaign financing, we have instituted barriers to potential politicians achieving office and speaking up consistently for greener policies. There are Constitutional powers endowed to corporations that exceed the powers of individuals. These powers given to a non-living entity were specifically not written into the Constitution by the framers, but have since been endowed upon them by bought elected judges.
I appreciate your mentioning that conservative values include conserving nature as well as personal finances. We do need to redefine our political divides, because "left" and "right" really doesn't describe where the failure of our political system lies. Our problem, our political problem, is a social value one, one of physical and fiscal conservatism vs. personal and corporate greed.
p.s. as a woman, I shuddered to see your #1 item being women as consumers, but maybe that was the hook. While women are the largest purchasers of home items enjoyed by all the family, men are the largest purchasers of big ticket items, and deserve equitable attention.
Sustainability has to include women's equality and social equali
I was surprised to see women's increased socio-economic clout in your list:
"As one marketing strategist points out, "We are continuously doing research on 'why she buys' to give us insight into the impact that female consumers have on the marketplace." He goes on to suggest that delayed marriage, lower birthrates, divorce and higher incomes make women prime targets for goods in the convenience, luxury and technology categories. This spells serious un-sustainability."
Sustainability isn't - or shouldn't - just be about tonnes of CO2. I would seriously question your definition of 'sustainability' if gender equality is not included. Of course our consumer-led culture means that as (some) women have got wealthier, they've been spending more, but at least please spell this point out if that's what you mean.