Here we are on the day before a long holiday weekend. A perfect day to bury bad news. So here goes.
The Green Gauge Report is a poll on environmental attitudes, based on 2,000 face-to-face interviews, conducted with a broad cross-section of demographics representative of the U.S. Census, undertaken by an arm of market-research outfit GfK NOP. They do it every year -- though for some reason they skipped 2004.
Joel Makower discusses this year's GGR in a post that tries -- one might say 'strains mightily' -- to put an optimistic spin on the results. But from what I've seen (and I've exchanged a few emails with Bob Pares, the guy who ran it), the results are almost uniformly discouraging. Consider this, from Joel's post:
Here's a breakdown of the study's five market segmentations for 2005 and 1995 (the numbers don't add up to 100 due to rounding): - True-Blue Greens -- the most environmentally active segment of society: 11% of the U.S. population in 1995, 11% in 2005.
- Greenback Greens -- those most willing to pay the highest premium for green products: 7% in 1995, 8% in 2005.
- Sprouts -- fence-sitters who have embraced environmentalism more slowly: 31% in 1995, 33% in 2005.
- Grousers -- uninvolved or disinterested in environmental issues, who feel the issues are too big for them to solve: 14% in 1999, 14% in 2005.
- Apathetics -- the least engaged group who believe that environmental indifference is mainstream (referred to as "Basic Browns" in earlier Roper polls): 35% in 1995, 33% in 2005.
So: basically no change in the last decade in the number of folks genuinely concerned and engaged with environmental problems.