That was the title of an article on LOHAS Online last Friday. What I find most remarkable about that title is that I truly believe most Americans don’t understand marketing. Period. But while I tend to believe that most people are skeptical of marketing in general and advertising in particular, the 2008 Green Gap Survey, conducted by Cone LLC and The Boston College Center for Corporate Citizenship shows that

“…almost half (48%) of the population erroneously believes a product marketed as “green” or “environmentally friendly” has a positive (i.e., beneficial) impact on the environment.”

The article points out several interesting statistics, not the least interesting completely contradicting the title of the article: “61 percent of Americans say they understand the environmental terms companies use in their advertising.”
(more…)