Although we talk a big game when it comes to gardening more organically, we’re not following through, according to the latest findings from the Garden Writers Association. I serve on the committee that formulates the questions and tracks consumer trends in lawn and garden. In our most recent survey conducted this past October and recently released, we focused on Consumer Attitudes on Organic Gardening. Here’s a brief summary from some of the findings:
Good intentions – poor execution
80% of consumers said they would use more organic products if they knew they could get as effective results for no additional cost. 60% said they would use more organic products if they could be convinced that organics are just as effective as non-organic products.
My conclusion: We still have a lot of explaining to do to enlighten consumers on how they think about organics. First hurdle: organics do work; they just don’t work exactly the same way as synthetic products. It’s a different mindset. Will that make a difference for the crowd that needs it to work like, yesterday? Definitely. We’re kidding ourselves to think otherwise.
More Costly but worth it (so they say)
Of all the consumers that say they’d make the switch, from the above findings we see that only 20% of them wouldn’t do it if the organic or natural products cost more. And according to the survey, 70% of those polled equate organics as being more costly to buy. The downside is, there’s still 20% of consumers that want to be more sustainable but only if it’s not going to cost them more. Food for thought: costs aren’t always measured in dollars and cents.
Supply and demand affected by consumer confusion
55% of consumers say that they would like to use organic products more if they could simply find them in a store. Now that’s a disappointment. I wonder if this next finding is related: 53% say that they would use more organic products if they understood what to buy and how to use it. I can’t help but wonder if some of those products are actually on the store shelves; they just don’t realize it.
My take: This is an area of frustration for me. It’s true. Green products in general just aren’t getting the shelf space they need to sell. I understand from a retailer’s perspective the need to move product. I get that. However, I haven’t seen a lot of great examples in my travels of stores that are making it any easier on the consumer to find and buy these green goods either. Clearly that’s exacerbated by the fact that home gardeners are still so confused on what to buy and how to use these products. It doesn’t help that a lot of the retail sales help (especially the big box boys) are clueless when it comes to making appropriate recommendations. So I can’t blame the consumer when they throw their hands up in frustration and resort to their old ways.
What do YOU say?
So here’s the bottom line to all of this. Most consumers have good intentions. But, they’re telling us they still don’t have enough information to know what to buy or if organic / natural products even work well enough to make the switch. And if they’re still on the fence, the perception of higher pricing for green products isn’t going to help lead to widespread acceptance of eco-friendly goods anytime soon…especially when consumers want them to work the same way as their current products. I’d like to hear what you think. Are you an organic gardener? If not, are you moving in that direction or not? I look forward to hearing your thoughts. Thanks in advance.
Joe Lamp’l
p.s. They survey was conducted through TechnoMetrica Market Intelligence, a national consumer polling organization. The research statistically represents the attitudes of over 100 million households with an accuracy of 95% (+/- 3.1 percentage points)
About Joe Lamp'l
Joe Lamp'l is the Host and Executive Producer of the award winning PBS television series Growing A Greener World. Off camera, Joe dedicates his time to promoting sustainability through his popular books, blog, podcast series, and nationally syndicated newspaper columns. Follow Joe on Twitter
You nailed it Theresa. Studies tell us people want to be green but still too confused by how to get started. And who can blame them. Sometimes the science of organics gets lost in the hype of home remedies and brews that are questionable at best. That, combined with the fact that natural products just typically don’t work the same way as synthetics. Raising the awareness is great. Now we need to give them consistent, reliable and realistic solutions…and hang in there. Thanks for your comment.
JL
I’ve been organic for about 11 years now. (Started when my first son was born) I think it is getting so much easier now than it was 11 years ago.
However, I can totally understand people’s frustrations. They need MORE info on how to switch from products they love (but that are not organic) to organic alternatives. No one wants to do the research themselves. We have to make it easy for them.
But I also see that all the “green” info is really making people more aware. They really WANT to do it. They just seem afraid to take the first step sometimes.
Thanks Shawna for your thoughts. It’s nice seeing you hanging around here.
JL
We ARE ready for organic! It’s time! I wish that my gardens allowed me to grow more vegies.
TC, if you conduct that survey online, try surveymonkey.com. You can do simple surveys for free or for a small charge, you can get pretty creative. I’ve never used them but know others that have and they like it. I intend to use them soon as well.
This was the topic for my weekly column Joe. Just came out in today’s paper. I’d link you up, but the paper don’t put my articles on the Web site till months later. They’re worried it’ll drop sales of the print edition if they post weekly. It’s a dilemma with no immediate solution.
Anyway, we’ve been organic gardeners for about three years now. My gardens are still adapting, toughening up if you will. I’d like to survey my readers and see what they have to say about it. I’m curious to see if we’d be + or – 3.1. Would you have a suggestion on how I might conduct a reader survey?