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The "Never Greens"— people who either don't care or are not interested in America's new passion for sustainable, green products.
The Never Greens don’t buy green products, don’t remember green advertising when they see it and are irritated by it even if they do, according to Mintel.
About 10% of the population are Never Greens, according to a survey by Mintel International in Chicago, a research firm.
Although Never Greens are outliers—most Americans are raising their expectations of companies' green efforts—marketers would do well to pay attention to these naysayers. Why? Because several companies have stumbled as consumers have rejected green products even while ostensibly clamoring for more.
In part, consumers find that their desire to be green goes only about as far as their desire not to be inconvenienced. When consumers are asked, "Given a choice between your comfort, your convenience or the environment, which do you most often choose?" Forty-six percent choose comfort, Shelton said. That's about the same portion who feel guilty, skeptical, irritated or unaffected by green issues, according to her survey.