2008 Green Gap Survey

Americans misunderstand key phrases commonly used in environmental marketing and advertising, giving products a greater environmental halo than they deserve and creating a growing risk of backlash.  At the same time, with days until a U.S. Federal Trade Commission public hearing on the subject, a majority of Americans support government regulation of such messages.

Key Findings Include:

47% of consumers trust companies to tell them the truth in environmental messaging

45% believe companies are accurately communicating information about their impact on the environment

61% say they understand the environmental terms companies use in their advertising

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