Report: Consumers are increasingly green
New York City A new study suggests it would be a big mistake to interpret reduced sales as reduced interest in the environment, according to a report by Marketing Daily.
In fact, according to new research from GfK Roper Consulting, there’s been little change in consumers’ commitment to the environment — just a big shift in how they approach it, replacing idealism with hard-boiled pragmatism.
“Consumer commitment to green living is very stable,” Tim Kenyon, senior analyst for GfK’s consumer trends division, said. “But if products are too expensive, they will find other ways to express that commitment. They may buy fewer green products, but they’ll do things like cut their energy costs or reduce consumption.” The study finds that 60% of people now believe green products are too costly, a six-point increase from 2006.
The recession has ushered many of these consumers from environmental altruism to a more practical approach, he said, with green purchases more likely to be driven by the desire to save money, be healthier, or get more value. They’re also measuring the worth of their time differently, with 28% saying they are “too busy” to do what it takes to be green.
Although shoppers are expressing a greater interest in environmental purchases, “consumers are more conscious of picking and choosing, and beginning to make trade-offs. That’s true on larger purchases as well, like replacing a roof or re-carpeting the home. And that may be the beginning of the next stage of eco-consciousness — when people begin to think long and hard about the cost and environmental benefits of one solution versus another, and even consider less consumption, overall, as an environmental option.”
Borders names new SVP marketing
ANN ARBOR, Mich. Borders Group has appointed Bill Dandy SVP marketing.
According to the company, Dandy has more than 20 years of retail experience, serving in marketing and operations leadership roles for several multi-billion-dollar retail organizations. Most recently, he served for three years as EVP, marketing, for Mattress Firm. Prior to that, Dandy served as chief marketing officer for $2.3 billion retailer Dick’s Sporting Goods.
As Dandy assumes the SVP marketing role, Art Keeney–who has served in that post at Borders since June–will transition to the position of SVP store operations, where he will lead the national store operations team with a focus on customer service. Keeney is a 30-year retail veteran who has led operations as well as marketing for national retailers throughout his career.
To provide high-level strategic leadership within Borders’ core book category, the company also announced today that Larry Norton will move from his current role as SVP, merchandising and distribution, to the position of SVP, merchandising for adult trade and children’s books. Norton, who joined the company in August, is a 27-year publishing industry veteran who will now lead the book buying teams at Borders.
Best Buy, B&N get in on new e-reader launch
Best Buy will sell a new e-reader that links to the Barnes & Noble e-bookstore, beginning this October.
The DR800SG e-reader, manufactured by Irex Technologies, measure 8.1 inches, has a touch screen and offers multi-mode 3G wireless capabilities.
Through a partnership with Barnes & Noble, Irex can offer users of the e-reader access to more than 750,000 titles, including new releases and bestsellers at $9.99. In addition, Irex has partnered with Verizon Wireless to provide DR800SG users with wireless connectivity and fast downloads.
The e-reader, which will be available at select Best Buy stores, has an MSRP of $399.99. Wireless access to download content is included in the cost of the DR800SG and no contract is required.