When ‘Green’ Doesn’t Sell

Everyone is talking about the environment these days and for good reason. It’s impossible not to notice the signs of wear and tear on the planet. Unfortunately, we’re all guilty of contributing to global warming. Despite recycling every chance I get, taking mass transit, buying organic, and being relentless when it comes to conserving energy, I am probably one of the worst offenders on account of how often I fly. I’ve calculated my carbon footprint, and it’s not pretty. Even so, I can’t say I’m ready to give up air travel any time soon. If truth be told, I think my incessant globetrotting actually makes me a better environmentalist, not to mention a more conscientious citizen of the world. Nevertheless, I can’t say I was all that surprised by the results of “Does ‘Green’ Sell in Asia?” a recent study released by CatchOn & Co Ltd., a Hong Kong-based strategic marketing communications consultancy. A result of an online survey and one-on-one interviews in Hong Kong, Singapore, China, Thailand, Malaysia, and the Philippines, the study revealed that eco-friendliness isn’t all that important when it comes to choosing a spa. In fact, only 16 percent indicated they would most likely choose an eco-friendly spa. Price and brand/product quality were deemed much more important to respondents. It’s one thing to want to protect the environment, yet another thing entirely when it requires any type of sacrifice, such as the parting of additional hard-earned dollars. It just goes to show that while most of us want to do our part to protect the planet, we also live in the here and now. It’s not always easy to prioritize the environment over other considerations that have more direct and measurable benefits. Fortunately, doing good is its own reward.