The Green Movement is Here to Stay, Green Team Study Reveals : Despite Media and Celebrity Fueled Hype, Concern for Environmental Issues in Business and Society Has Legs

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A new study from environmental communications and advertising agency Green Team demonstrates that Awakening Consumers believe that while today’s “green craze” is partly fad, the green movement itself is here to stay as global environmental conditions worsen in the years to come and despite the threat of a prolonged economic slump.

The results of this survey are telling and offer great insight into the current state-of-mind of the American consumer towards the green movement

With green issues dominating today's social, political and economic landscape, Green Team sought to gain greater insight into the views and perceptions held by those identified as Awakening Consumers, defined as the consumer who is awakening to understand the power and influence they wield by considering their own set of values when making purchasing decisions. The 150 respondents to this survey have all been qualified by Green Team as being "awake."

From a broad perspective, the results suggest that there is rampant pessimism as it relates to the environmental outlook – 73% believe environmental conditions will stay the same or worsen in the years to come. Yet, 62% see global warming as problem than can be addressed and ultimately resolved.

As for the green movement itself, Awakening Consumers clearly believe the green movement has staying power, even in the face of tumultuous economic conditions where green living may become less of a priority. Seventy-eight percent of respondents believe we will be hearing about green issues in the future as much if not more than we are today and an overwhelming majority – 95 percent – contends that the green movement will withstand the recession. Only 11% believe the green movement will be a short-lived memory.

"The results of this survey are telling and offer great insight into the current state-of-mind of the American consumer towards the green movement," said Hugh Hough, President and founder of Green Team. "The most important takeaway for brands and corporations is the recognition that green is here to stay. Companies need to adjust their business processes to become more responsible and sustainable, because consumers will demand it. Those who are hoping to 'wait it out' are making a colossal mistake."

Other notable findings from the Green Team survey include the following:

61-percent expect that the European Union will emerge as the green issues leader in the next century while only 17% see the United States in that role More than 93% condemn the Bush Administration for its handling of environmental issues For full results of the Green Team survey, please visit

About Green Team:

Green Team is a full-service strategic communications agency headquartered in New York City and with offices in Hobart, Australia. Since 1993, Green Team has worked in three core competencies: social and environmental causes, travel and progressive brands. The agency specializes in reaching the Awakening Consumer, an educated, environmentally aware, and economically powerful audience that uses its purchasing power to affect change through the brands it supports. For more information, please visit

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Greg Kalish
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