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.
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 head of brand strategy and creative at Bonehook in Portland, Oregon.