Getting Consumers to Go Greener

A survey from GfK Roper and S.C. Johnson (maker of Windex, Ziploc, and other household products) shows that U.S. consumers are doing more recycling these days compared with 20 years ago--see below. One reason for this shift is that consumers are more informed about how recycling protects the planet and what can be recycled than they were in 1990.

Johnson has both a blog and a Twitter account devoted to greener choices. Its Web site also has a carbon footprint calculator for consumers to use as they consider how their individual choices and behaviors can affect the environment.

From switching to reusable shopping bags to recycling all appropriate bottle, plastic, and metal containers, consumers are increasingly going green through such everyday eco-friendly actions.

Despite higher awareness of recycling opportunities and activities, however, consumers can and should go greener, experts say. An important motivator is helping consumers see how they serve their own self-interest when they protect the environment. Watch for more marketing in the coming years to increase recognition of recycling benefits and motivate greener behavior.