Continuum Design did a worthy study of real consumers and their feelings about green products. First, I'm impressed with the reported size and extent of the study - 7,000 people online plus an ethnography component. I'm also impressed that they are giving away a portion of their insights to the design community. Basically, these are some ideas that we've kicked around at Ecco Design. Consumers all say they care about the environment when asked, but usually they act with their pocketbooks in mind. The environment is "out there" and easy easily forgotten. Connecting with ideas of immediate health, frugality and direct environmental benefit (less trash, easier recycling) connect more directly with consumers than mere energy efficiency, water usage or an abstract idea about "sustainability".
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