Sustainability Research

An emerging component of the customer experience is the impact of a company and its products on the environment. How a company communicates its Green programs, products and services will be of increasing importance as Green attitudes gain greater traction among both businesses and consumers.

Decision makers from Enterprise and SMB are either going Green or are on their way. Driven by the desire to reduce costs but influenced by strong beliefs in social and environmental responsibility, a majority of decision makers agree that being perceived as Green helps their brand.

On the other hand, a majority of consumers believe businesses have a social responsibility beyond that of operating their business in a Green fashion, and half of the them feel businesses should provide customers with Green products and services.

To properly address customers' Green concerns, businesses need to:

Understand what matters to environmentally focused customers
Learn what proof points customers expect
Identify the Green behaviors businesses need to promote
Determine which Green leaders they should emulate
Learn the motivations and roadblocks to buying Green today

At Hansa|GCR we have in depth experience on working in the above issues through custom and multi-client studies. Recently we reported the findings of Green TECHpulse’08, a multi-client study that tracks Green buyers' behaviors and views on these and other questions. The report provides in depth analysis on the current state of the Green< IT market including a review of the barriers and benefits of Green technology adoption, the perceived leaders in key categories and the behaviors by which customers judge a company’s overall Green achievements.

While the study is comprehensive, some questions about the Green customer are best answered with custom studies. With Hansa|GCR’s extensive background in designing custom research instruments and our expertise in Green IT, we can develop a custom study to answer your specific research question. To learn more, drop us an inquiry.