The over 50s, whilst concerned about the state of the environment, are suspicious of the government’s plans to implement green taxes and would only support efforts to curb climate change providing it didn’t inconvenience them, research revealed today.
Millennium, the UK ’s leading mature marketing agency, commissioned the research to investigate the over 50s’ attitudes towards green issues and how companies could better market eco-friendly products and services to this wealthy and increasingly discerning age bracket. Research findings found that 84 per cent believed that the government was capitalising on current concerns to implement further ‘green taxes’.
More than a third (35 per cent) also felt that current concern about the environment was disproportionate and scaremongering, with this rising to nearly a half (43 per cent) of all male respondents.
With increased media coverage about the effects of climate change on the world and rising evidence of global warming, 82 per cent of respondents confessed that they worried about the state of the world as their children and grandchildren would inherit it and 92 per cent felt that the government was not doing enough to safeguard the environment for future generations,
However, some show little desire to change for the environment’s sake, as nearly a third (28 per cent) felt there was no point in them personally striving to live an eco-friendly life and 31 per cent would not sacrifice their standard of living at all to benefit the environment.
The research, which was conducted by The Leadership Factor, the UK ’s leading source of customer satisfaction data, polled 700 men and women over the age of 50 on the contentious issue of the environment.
Fiona Hought, Managing Director, Millennium, said: “Our research clearly shows the diversity of opinion among the over 50s with regards the environment, but also the overriding sense of cynicism with which they approach those attempting to jump on the ‘eco-friendly’ bandwagon.
“In light of this, marketers need to be very careful to ensure their campaigns are not dismissed as ‘cashing-in’ by mature consumers.
“People are concerned about the state of the environment and many are prepared to engage in activities which benefit the environment, such as the 95 per cent who recycle regularly, so there is most definitely an openness to eco-friendly products and services that marketers could capitalise on, but as scepticism is endemic, propositions must be absolutely credible.
“Our advice to marketers would be to ensure the eco-credentials of their products really stand up to scrutiny. Given that the over 50s account for 40 per cent and rising of all consumer spending, there is a massive market to be exploited, so eschewing ‘preachy’ marketing campaigns and adopting a more empathetic, practical tone will most definitely reap the desired rewards.”
For more information, visit www.millenniumdirect.co.uk
