Over 50s cynical about eco products

Wednesday 07th of November 2007

Around 85 per cent of people over the age of 50 believe that the government is capitalising on current concerns over the environment to implement further green taxes, new marketing research has revealed.

A report from mature marketing agency Millennium reveals that over 50s are displaying increasingly cynical attitudes towards green issues.

Over one third said that current attitudes towards the environment were disproportionate and scare-mongering. Around 43 per cent of male respondents said that this was the case.

But, despite this 82 per cent said that they were worried about the state of the world and the future of their grandchildren - while 92 per cent said that they felt the government wasn't doing enough to safeguard the planet's atmosphere and ecosystems.

"Our research clearly shows the diversity of opinion among the over 50s with regards the environment, but also the overriding sense of cynicism with which they approach those attempting to jump on the 'eco-friendly' bandwagon," Fiona Hought, managing director, Millennium, said:.

"In light of this, marketers need to be very careful to ensure their campaigns are not dismissed as 'cashing-in' by mature consumers."