Market
The Current State of Environmentalism in the
United States and What It Means for Organic Foods
By Tim Kenyon
There is good news and bad news when it comes to the current eco-consciousness of the American Consumer. The bad
news? According to the latest results from the
GfK Roper Consulting Green Gauge Study, a
series of consumer-facing surveys that have
been conducted annually since 1992 in the
United States and around the world, consumers are increasingly prioritizing economic
concerns ahead of environmental concerns.
Moreover, they are also increasingly dissatisfied with the marketplace for environmentally
friendly products. The good news? Consumers want companies and government to
address environmental issues, and they are
still trying to green up their own behavior.
Many are looking for guidance when it comes
to buying green products. And finally, and
perhaps most importantly, there are indications that the long-term future for environmentalism, and organic foods in particular,
looks bright.
Let’s examine the bad news first.
Skepticism and the Economy
Americans are among the world’s more
skeptical environmental consumers. They
are generally knowledgeable about environmental issues, but not as concerned when
compared to their global counterparts. Surveys show that 73 percent of Americans say
they know a lot or a fair amount about environmental issues and problems—up 9 percentage points from 2007. Only 62 percent of
Americans, however, say that environmental
pollution is a serious problem. While this is
still the majority, it’s 12 percentage points
lower than the global average of 74 percent.
In addition, the Green Gauge study seg-
ments consumers across a spectrum of envi-
ronmental attitudes and behaviors. These seg-
ments range from the most dedicated and
committed to the least. On the “greenest” end
of the spectrum, one in ten Americans falls
into a segment known as “Green indeed.”
This group of consumers is generally the most
concerned about environmental issues and is
willing to take action. On the other end of the
spectrum exists a segment of consumers
known as “Jaded.” A cynical and skeptical
group, the Jaded segment is not generally
concerned about environmental issues and
does not want the issues to stand in the way of
economic progress. Four in ten Americans
fall into the “Jaded” segment, double the
global share.
The Marketplace
But the economy is only half the story. U.S.
consumers think the marketplace for environmentally friendly products is seriously missing
the mark. Historically, consumers have taken
issue with the cost, quality and honesty of
