These days, green marketers are challenged to efficiently reach consumers and effectively impact their attitudes and behaviors. There are many reasons for this of course: consumer attitudes are still evolving, familiarity with green products is just emerging and purchase behavior is inconsistent within and across categories. As such, marketers tend to look for targetable demographic groups or behaviors that have a higher propensity for green.   In this political year, it is interesting to examine whether political ideology, and more specifically, party identification as a Democrat or Republican is an indicator of interest in green.     Today, there is a common perception that Democrats are more pro-environment than Republicans. Indeed, on issues like

An Interview with Mark Williams, EVP/Partner at The Martin Agency and Planning Director for the “We Can Solve It” Campaign     While many consider the release of Al Gore’s An Inconvenient Truth to be a turning point regarding consumer awareness about climate change, consumer surveys indicate that much work is still left to be done. In fact, six months after the movie’s release, an ACNielsen online consumer survey found that North Americans were the least aware of and concerned about global warming of all respondents from the 46 markets surveyed. Moreover, North Americans were only half as likely as South Americans (Argentina, Brazil and Chile) - those surveyed that were most aware and concerned - to believe that climate change was “a direct result of

Last week, I had the opportunity to witness a milestone being reached in the effort to fight global warming:  officials from 18 states - representing a majority of the US population - signed an agreement at Yale University that committed their states to action on global warming.  While some states like California and New Jersey have already put formal carbon reduction targets into place, this agreement clearly reflects growing national support for action.   Governor Jon Corzine of New Jersey Signing the Governor’s Declaration                   Governor Kathleen Sebelius of Kansas Addressing the Conference Marketers should take careful note.  Shifting political winds are more than a sign that legislation is on the horizon; they also