Lisa Merriam

Green Brands: Consumers Like the Concept But Don’t Buy

People say they want green—but that doesn’t mean they buy green brands. It’s the same for green cars as it is for green vegetables.

Chevy-Volt-green-brand-logoRasmussen reports 27% of U.S. adults expect to buy an electric car in the next ten years, but recently released sales figures show car buyers are shunning the electric Nissan Leaf and the Chevy Volt. Only 87 Leafs (Leaves?) sold in January and just 67 sold in February. The Chevy Volt did slightly better with 321 sold in January, but just 281 in February. Compare those figures to Chevy’s gas guzzling Silverado truck, which sold almost 60,000 units during the last two months.

Green Brands Are a Popular Concept, but Are Not Popular Brands

Consumers are just as reluctant to swallow what is “good for them” when it comes to what they eat as what they drive. McDonald’s has added salads to their menu to quell the “Super-Size Me” complainers who complain about fat-laden burgers. Those salads sure are not there to satisfy relentless consumer demand. The average McDonald’s store serves about 1,500 customers a day and sells between 40 and 50 salads a day according to a former McDonald’s executive. Talking good nutrition is most definitely more popular than eating it.