So what generations know the most about environmental issues? Which are taking the most action to help the globe?

Hi again all. I’m trying to get back in the swing of writing on a regular basis. Bear with me. I was in an accident and forgot how to write. (Could be true.) I’ll try not to slack again.

IBM Survey; cause for concern?

So, onto some green research. A recent study by IBM showed that the youngsters of the Y generation, 18-24 had the highest levels of awareness of green issues, but were also the biggest wasters of energy and water in the UK. Shame, shame.

One thing that really popped out at me was: 55 percent of young adults didn’t know which used more energy, a clothes dryer or an incandescent light bulb. At this point I AIMed a friend with the survey results…and added “unless the bulb ran for a year”. And he responded “and by a year you mean 10 years.”

While I don’t know the exact number of years a bulb would have to be on for it to match a clothes dryer…it’s a lot. And 55% did not know this. I’ve had burps that could power a light bulb for a week.

GreenBiz has more on the IBM study…that’s all I have to say.

Its good to be back.

At a recent National Summit session on Sustainable Business Solutions, Steve Odland, chairman and CEO of Office Depot Inc stated that there are over 300 eco-labelers, organizations that hand out approvals of what is green. Is it just me, or is that a lot?

I don’t agree with the government putting these companies out of business, but there has to be some sort of standardization within the community. Oldand thinks, “maybe its time for a U.S. Green Product Council which could then take on the tasks of mapping all these various certifications.”

Once the logo and specifications for approval are standardized, eco-labeling companies would be held to those standards.

Tony Schmidtt, CEO of FedEx Global Supply wants the government to take it a step further and push forward policies that will help businesses hit environmental goals.

>> Green Tree article on UL’s green label
>> Green Label article in The Detroit News

Underwriters Laboratories, a 115-year old company, known for product testing, has given its first green validation since launching its subsidiary UL Environment in January this year.

The UL Approval

The purpose of UL Environment is to test products that claim to be eco-friendly and if they pass, give them the UL stamp of approval. UL’s first approval was EcoRock, a new drywall that is 80% recycled material, has low VOC emissions, is mercury free and is highly resistant to mold.

UL Environment hopes to weed out false claims and give credit to green innovation and quality eco-friendly products.

An article in B2B Magazine tells of current opportunities to target green consumers – but says be wary of the pitfalls.

Database marketers have began segmenting green consumers, for example, Ruf Strategic Solutions now has a Green Consumer Index, which helps advertisers target environmentally friendly attitudes, by their “behaviors and defines the green consumers by their demographics, geography, psychographics, lifestyle characteristics, buying behaviors and media preferences.”

As you can expect, however, this type of consumer doesn’t respond well to direct mail advertising spouting off about green initiative.  Similar consumer indexes include GreenAware of Experian Simmons and PersonicX segmentation of Acxiom.