Though I've lamented trendy books and television shows glossing over the notion of being environmentally responsible, I truly believe that most of us do want to make a positive difference in our environment.
And studies are finally starting to back us up.
The latest is from DoubleClick, which measures online buyers. According to its study, 60% of online consumers said it "was 'extremely' or 'very' important that companies exercise sensitivity toward the environment."
According to emarketer.com:
"Today's environmental concerns are more complex, far-reaching and interconnected than those of the past," says Paul Verna, senior analyst at eMarketer and author of the new report, Green Online: Growing Awareness. "And the Internet provides a powerful forum for corporations, marketers, policymakers and average citizens to engage in active conversations about how to approach the issues."
"Last year was the tipping point for green marketing as a whole," Jessica Hogue, research director of Nielsen Online, tells eMarketer. "Every type of company is now getting into the mix."
... Retailers (Wal-Mart and Home Depot), technology companies (Apple and HP) and packaged-goods manufacturers (Unilever and Procter & Gamble) are experimenting with environmental programs and road-testing them on the Web.
"Consumers who are on the receiving end of corporate green marketing efforts
are using blogs and discussion forums to dissect and discuss marketers' claims," says Mr. Verna.
And I hope most companies are actively listening to their consumers as they continue to go green. Because consumers are watching.