Majority of Executives and Consumers Think Businesses Not Committed To Sustainability
The majority of executives and consumers polled in a survey in July do not think the majority of businesses are committed to "going green." Only 29 percent of executives and 16 percent of consumers polled think that the majority of businesses are committed to "going green." Almost half (45 percent) of executives and 48 percent of consumers think that only "some" are businesses committed to sustainability.
Harris Interactive polled 2,605 U.S. adults over 18 years old, and 304 Fortune 1000 executives for Gibbs & Soell Public Relations. Gibbs & Soell is the eighth largest independent public relations agency in the U.S.
Ron Loch, Senior Vice-President for Greentech& Sustainability at Gibbs & Soell said, "While surveys consistently show consumers have a preference, and even a willingness to pay a premium, for green products, the question is often asked without the full context of performance and convenience."
The majority (78 percent) of executives cited an insufficient return on investment as an obstacle to "going green," and 71 percent cite consumers' unwillingness to pay a premium for green products or services. More than two in five executives (45 percent) cited a difficulty in evaluating sustainability across the entire life cycle of a product as an obstacle.