Marketing Charts: 'Eco-Friendly' Replacing Luxury as New Status Symbol
More than twice as many global consumers say they would rather drive an eco-friendly car (67%) than a luxury car (33%), and an even larger percentage would prefer to live in an eco-friendly house (70%) vs. merely a big house (30%), according to results from this year’s goodpurpose study, conducted by PR firm Edelman.
These results, Edelman said, indicate that the global tide of conspicuous consumption is turning away from traditional status symbols of the past and moving toward products and brands that support sustainability. Protecting the environment, improving healthcare and reducing poverty are the causes that global consumers care about most:
In keeping with this sentiment, 68% of consumers now think it’s becoming more unacceptable not to make noticeable efforts to show concern for the environment (82% in China) and live a healthy lifestyle (87% in China). …
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