Courtesy of Samuel Mann

A recent report from BBMG Conscious Consumer summarizes consumer interest, skepticism and frustrations with green products. I’ll tackle some key takeaways below, but perhaps the most notable part of the entire report is that only 5% of consumers will believe a company’s advertising. I’d like to send out a big thank you to greenwashing for ruining our credibility with consumers.

Public relations efforts may prove to be more beneficial in spreading your green messaging as 29% are most likely to turn to consumer reports for information. Does this mean you should you drop advertising and boost your PR retainer? Not necessarily.

Greenwashing, the same abundant evil that’s diluted green marketing’s messaging, also provides some opportunity to stand out among the crowd. Consumers are turning to certification seals and product labels to determine a product’s green credibility. GREENGUARD certified? Contribute to LEED certification? These are the proverbial lighthouses for green consumers and you better be conveying these benefits.

While Americans are becomingly increasingly aware of the significance of buying green…

67% of American agree that “even in tough economic times, it is important to purchase products with social and environmental benefits.”

55% want products “good for your health” and 49% look for “made in the USA.”

…most are still confused and under informed.

41% of Americans could not name a single company that they consider the most socially and environmentally responible.

When asked unaided which companies come to mind as the most socially or environmentally responsible companies, 7% said Wal-Mart.

When asked unaided which companies come to mind as the least socially or environmentally responsible companies, 9% said Wal-Mart.

As the title of this research brief neatly states, consumers want proof it’s green. But isn’t this old news? What’s truly in question is the validity or credibility of the different forms of proof you’re providing to consumers. We know third party certifications are an (almost) fool proof approach for most consumers. But is your audience the average consumer or do those you’re trying to reach have an increased awareness and understanding of green?

Before you try to understand how to better improve your green messaging, you should know your audience better.