Despite environmental performance and mileage becoming major deciding factors in vehicle purchases, only 1 in 5 survey respondents recalled seeing vehicle advertising mentioning "global warming...
Car manufacturers’ advertising is failing to ‘talk green’ to consumers, according to Los Angeles-based market research firm MindClick Group. Consumers’ increasing environmental consciousness and awareness over rising fuel prices is not being tapped into, costing manufacturers the attention of mainstream buyers.
Despite environmental performance and mileage becoming major deciding factors in vehicle purchases, only 1 in 5 survey respondents recalled seeing vehicle advertising mentioning "global warming, the environment or green" credentials in the past year.
Among respondents who said they intended to buy a new vehicle, three fifths were considering a hybrid or alternative-fuel vehicle, while of these, fuel economy was cited by five out of six as "one of the most critical elements in purchase consideration".
Interestingly, MindClick found that forty percent of respondents were indifferent to or did not believe in global warming and that of the six segments the firm has sliced the US consumer market into, this percentage makes up two groups. Fifteen percent of respondents, slotting into the ‘environmental alarmists’ group, are already ‘actively engaged’ in buying green products.
And thus, a ‘sweet spot’ of the bulk of potential buyers has been identified - some forty-five percent of respondents. “[Such a] broad consumer population is something to pay attention to,” says a spokeswoman for MindClick, whose clients include Lexus, Toyota, Scion and Dodge. Two fifths of the 1,023 consumers asked who plan to buy a new vehicle said they recall vehicle advertising that included environmental themes. But with the majority being unable to recall the brand being advertised, the effectiveness of present advertising is questionable.