Introduction to the Sustainability Passion Index
The word “sustainability” has become very popular over the few last years. These days, almost every business in Canada claims to be a part of environmentally friendly movement. It appears that everyone in this country is concerned with green technologies and is ready to do a great deal to save our planet for future generations. This is a positive thing to notice about a country, especially for newcomers, such as myself.
The Sustainability Passion Index is a unique opportunity to take a look at different groups of people who are concerned with environmental problems. This index is based on the opinions of 5000 North Americans, and, in my opinion, it fully describes the current situation in Canada and the United States. The surveyors have divided all the contributors into five categories, which vary from people who are passionate about sustainability to individuals who are more concerned about other issues.
Category I Belong to
If I was asked to put myself into one of the proposed categories, I would likely choose the causal spectator. According to the report, people of this group are not passionate about any issues and instead choose to focus on a stable life with a living wage and respect for other people in their own world. 28 per cent of the participants fell into this group.
How Marketers Apply this Information
The information about the Sustainability Passion Index is immensely important for marketers of the 21st century. According to Tomas M. Hult, a professor of Marketing at Michigan State University, “marketing has an opportunity to contribute significantly to the understanding of sustainability by being environmentally oriented and attending the needs and wants of multiple consumers.”
Marketers can use this data to evaluate potential markets for new green products such as organic food and environmentally friendly clothes and home furnishings. In order to evaluate the potential of markets, a research...