The Spectrum of Green

Whether it is in the U.S., Europe, or China, there are existing and forthcoming requirements for more environmental vehicles.

 

 
“Green is the colour of her kind
“Quickness of the eye deceives the mind.”
--Roger Waters

Although the proliferation of green vehicles continues apace, a recent survey conducted by Ipsos (ipsos-na.com) for RetailMeNot.com indicates that there is a whole lot going on that doesn’t meet the eye, as in a whole lot of people not being particularly concerned with the relative environmental benefits or benigness of their product purchases. The survey goes beyond cars to various products and practices, but auto is a part of it.
 
For example, 60% of the surveyed say they “sometimes” take proactive steps to do things like recycle, drive energy-efficient vehicles and use eco-friendly products. There are 15% who say they “never” do.
 
When it comes to eco-products, 16% aren’t likely to buy it because of the greenness of the product, 4% flat out won’t buy it, and 34% don’t really care one way or the other.
 
As for pricing, 59% aren’t willing to pony up more money for a green product. And that’s assuming that they’d be interested in buying green, as 51% say they buy whatever is available at the time they need it and 6% never buy green products.
 
Admittedly, I am skewing the results here, focusing on the results that the Ipsos researchers found that aren’t particularly supportive of green products.

(I wonder about those people who apparently actively don’t buy green products. Are they ornery. . .or just don’t give a rat’s behind?)
 
Let’s look at the other side.
 
Twenty-five percent say they proactively buy green products. Forty-six percent say they are “more inclined” to buy green products. Forty-one percent are willing to “pay a little more” for eco-friendly products.
 
And those who are green-positive tend to be college graduates, younger, and female.
 
Which in my assessment is the sort of demographic grouping that vehicle manufacturers cannot afford to ignore.
 
We’ve pretty much passed through the period when there were serious questions regarding the relevance and saleability of eco-oriented products. If there is any question now it is whether some companies are greenwashing their offerings, putting the proverbial lipstick on a pig, which would probably mean putting some sort of leaf-like logo on something that is not particularly fuel efficient—better, perhaps, by far, than what preceded it, but still seriously lacking vis-à-vis the state of everything else that it competes with.

OEMs are facing regulations that require improved fuel efficiency and/or reduced emissions from their cars and trucks—regulations that are global in scope. Whether it is in the U.S., Europe, or China, there are existing and forthcoming requirements for more environmental vehicles.

And while there are those who will show no interest in green products, there are also those who know the Earth is flat.