With sustainable manufacturing and materials coming to the forefront of
the outdoor industry over the past few show seasons, it is becoming
more apparent that “green” design is much more than a passing fad.
While many trends in outdoor and snowsports are primarily driven by
technological developments, the move towards sustainability seems to
be, at least somewhat, consumer driven.
According to GfK Roper Consultings “Green Gauge” study, 87% of
consumers agree they are seriously concerned about the environment.
These same consumers are looking for more green transparency with 74%
agreeing every large company should be required to prepare an annual
statement of its impact on the environment.
The study results also suggest companies that are slow to take green
action may hinder their future growth. Over 70% of consumers say a
company's environmental practices are important in making key decisions
about the products they purchase, the products or services they
recommend to others, where they shop, where they choose to work, and
where they invest their money. Additionally, 40% of the people in the
study say they are willing to pay for a product that is perceived as
being better for the environment.
When asked the main responsibility of large companies, 35% of Americans
say businesses should be competitive, but not at the cost of reducing
their green efforts. Another 42% agree they should be equally
responsible for competitiveness and environmental protection. However,
should a conflict arise between the two, 52% say protecting the
environment is a more important concern than economic growth.
However, education still remains a significant barrier between
consumers and more sustainable practices. Half of the studys
respondents “do not have the information to be personally involved in
increasing their green behavior” and “aren't sure which products and
packaging materials are recyclable.” At the same time, it seems many
consumers do not trust the influx of “green” marketing – 55% feel that
many products marketed as “environmentally-safe” are not actually
better for the environment.
