The average city dweller today is hit with more than 5,000 advertising messages a day. 5,000! The same NY Times article notes many consumers thought it was a little out of control. You think!?
All that messaging can get a little overwhelming and confusing. From low and reduced fat to no sugar added and sugar free, how are consumers to decipher it all? Taking this into consideration, it isn’t hard to understand why the individuals surveyed in BBMG’s study said what they did. Health and safety, honesty, convenience, relationships and doing good were the elements that were top priority to them as socially-conscious consumers. Consumers just want to get in, buy safe products from companies that aren’t totally sketchy and go on with their lives. Is that so hard? Apparently, it is.
I’ll be honest. I buy the product with the green message with the bigger price tag simply because it’s easier for me. I’m concerned about the environment and the impact on health. If I buy the dish soap with the “green” message it’ll be safe. Right? Turns out it’s probably packaged in a number seven plastic bottle so I’m up a contaminated creek again.
How many of those 5,000 advertising messages the average American sees a day are “green?” Will green get lost in the shuffle and consumers will grow frustrated and disenchanted? Are consumers already confused … or is it just me?
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