Earth Day Every Day

Venables Bell & Partners has been studying Americans. One of the things the San Francisco agency found is a strong conscience and individual sense of duty to do their part when it comes to activities related to the green movement.
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Even though only 20% of respondents classify themselves as “green,” more than 80% of respondents say they conserve energy and water, recycle, buy products that use recycled materials and purchase energy-efficient light bulbs.
“There seems to be a disconnect between how people perceive green and their actual green habits,” says Lucy Farey-Jones, partner and head of brand strategy, VB&P. “Most Americans don’t define themselves as green, but the reality is almost three-quarters are engaging in six primary green acts. I think it’s safe to say green is a behavior, not a label.”
Respondents also said the only activity that ranks above recycling is doing a favor for a loved one or friend. Exactly what VB&P intends to do with this information, I don’t know. But you know what they say, knowledge is power.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am now head of brand strategy and creative direction at Bonehook in Portland, Oregon.