Balance between economic growth and protecting the environment

While the environment remains a significant issue for Americans, there has been a shift from broad-based green thinking to more practical green action and a focus on activities that have both near and long-term economic implications.

GfK Roper Consulting, a division of GfK
Custom Research North America, announced results from its 2008 GfK
Roper Green Gauge(R) study. Nearly three-quarters (72%) of Americans
say they know a lot or a fair amount about environmental issues and
problems (up 7 points from 2007) and 28% often seek out environmental
information (up 5 points). The most common green actions are those
that are helping Americans save money in their day-to-day lives.
Seventy-six percent have bought energy efficient light bulbs and 58%
have purchased energy saving appliances. Consumers are also
considering gas mileage in their next vehicle purchases more than
ever before (81% up 15 points from 2007).

While money matters, not all of the top
green purchases are savings inspired. Individuals are purchasing
paper products made from recycled papers (72%), green household
cleaning products (64%) and environmentally-safe laundry detergent
(57%) despite the fact that they cost more. While many Americans are
participating in more eco-friendly practices, less than a third (32%)
feel they are doing enough for the environment.

"Americans are taking notice of
the dual benefits of making simple eco-friendly changes that help
both the planet and their wallets," explains Kathy Sheehan, a
senior vice president with GfK Roper Consulting. "However,
financial benefits are not the only driver behind green action. As
awareness rises, many recognize the necessity to increase
environmentally friendly behaviors for the good of the planet."

The majority of consumers continue to
agree there needs to be a balance between economic growth and
protecting the environment (78% in 2008 and 75% in 2007). However,
among these consumers, those who say the environment is a greater
concern than the economy has dropped from 69% in 2007 to 55% in 2008,
potentially a result of the economic downturn.

When asked to rank the most serious
environmental issues, "fuel and energy shortages" and the
"depletion of non-renewable resources such as coal, gas and oil
to create electric energy" have both made a jump from 2007,
while concerns around the "destruction of rainforests",
"water pollution" and "outdoor air pollution from
factories, vehicle exhaust and power plants" have fallen.

"While the economic crisis may
have been the push U.S. consumers needed to begin living a little
more green, the financial pressure may limit future action,"
adds Sheehan. "If the economic climate continues to decline,
environmental steps that do not offer cost savings may be put on
hold."