Study Focuses On Active Lifestyle Consumer Attitudes
Milwaukee, June 24, 2008 – Hanson Dodge Creative, America’s leading brand experience agency focused on the Active Lifestyle Consumer, has published a new whitepaper that examines how consumers’ perceptions of a brand’s eco-performance affect brand preferences and purchasing behavior.
HDC asked more than 300 self-described active consumers questions about the influence a brand’s sustainability policies have on their buying decision; willingness to pay more for a product and the credibility of “green” claims.
In general, the research indicates that it is the younger, more educated and more affluent Active Lifestyle Consumers who are paying the most attention to how companies operate relative to environmental issues. Additionally, women are more likely than men to take corporate good citizenship into consideration when making a purchase decision.
Across all age and income segments, consumers were more responsive to the use of sustainable and recycled materials in packaging than in actual products. This is likely a function of the perception that there may be a trade-off relative to product performance in order to be eco-friendly, while packaging is a throw-away component.
In a cautionary note to brands who are talking the Green talk without meaningful policies behind their public relations hype: more than half the women surveyed said they would research a brand’s green claim before believing them.
HDC supplemented their research findings with interviews with representatives from a cross-section of outdoor consumer products about their brands’ position on issues of corporate environmental stewardship and social responsibility. Executives from KEEN, Mion, Chaco, Kelty and REI weighed in on the cost of sustainable manufacturing and marketing, educating the consumer and the Outdoor Industry Association Eco Work Group’s efforts to create industry standards against which brands can benchmark their efforts.
For the complete survey results and interview transcripts, please visit HDC’s Active Insights research section to download the free whitepaper.
About Hanson Dodge Creative
Hanson Dodge Creative is America’s leading brand experience design, marketing and technology agency focused on the Active Lifestyle Consumer. Supported by Active Insights™ – powerful proprietary research into the motivations and habits of the Active Lifestyle Consumer, HDC delivers insightful strategies, inspired design and maximum impact to an international portfolio of active lifestyle brands including Trek Bicycle Corporation, Nike Cycling, Burton, Volkswagen, Horizon Fitness, the Johnson Outdoors family of brands and more. For more information, visit hansondodge.com.