19 Apr '11, 7am

To Men, Green Is a Shade Too Close to Pink

To Men, Green Is a Shade Too Close to Pink

Do you think going green is more masculine or feminine? If you’re like 82 percent of Americans, you’ll answer "feminine" to this question, according to OgilvyEarth’s latest study, "Mainstream Green: Moving Sustainability from Niche to Normal," which set out to learn why there’s such a big gap between what consumers say they’re going to do and what they actually do when it comes to living and shopping sustainably. And this green gender gap is among a host of surprising factors propping the Green Gap open and preventing more Americans from fully acting on their green intentions, our study found. Over the past several years, research in the green marketing space has repeatedly revealed a gaping disparity between what mainstream consumers say they intend to do and what they actually do when it comes to living and shopping sustainably. At OgilvyEarth we call this the Green Gap....

Full article: http://www.greenbiz.com/blog/2011/04/18/to-men-green-shad...

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