“Online Buzz” Related to Sustainability Rising Sharply
Growing public concern about the environment is increasingly reflected in online activity, according to Nielson Online, as reported by the Center for Media Research.
Nielsen Online recently released findings showing that protecting the environment has become increasingly important to consumers, with online buzz around sustainability growing 50 percent in 2007. While early in the year discussion was dominated by the topic of global warming, bloggers progressively addressed a wider variety of green-related issues, with a particular emphasis on personal action such as recycling, avoiding excess packaging, and carpooling.
The report also outlines some of the roles that the online community plays in the environmental movement: “Bloggers are quick to condemn “greenwashing” - when they suspect companies misrepresent their environmental impact with aggressive PR campaigns - as spurious attempts to be ‘green.’”
“The Nielsen Online analysis showed that similar environmental initiatives can provoke different consumer responses depending on a company’s reputation and history. In the retail sector, says the study, while Wal-Mart and Target both introduced reusable shopping bags, some consumers voiced skepticism towards Wal-Mart because of its association with environmental, labor, and health care issues.”
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