Over 50s dismiss Government green "scaremongering"

The over 50s are cynical about the Government and brands jumping on the eco-friendly bandwagon, according to a new report. It has also found that they believe that concerns about the environment are “disproportionate and scaremongering”.

The research, carried out by agency Millenium, found that 84% of respondents believe the Government is capitalising on current concerns so it can implement further “green taxes”.

Fiona Hought, managing director at Millenium, which specialises in marketing to the over 50s market, says: “Our research clearly shows the diversity of opinion among the over 50s with regards to the environment, but also the overriding sense of cynicism with which they approach those attempting to jump on the ‘eco-friendly’ bandwagon”.

She warns that marketers need to take care that their campaigns are not dismissed as “cashing-in” by mature consumers.

The research polled 700 men and woman over the age of 50 on environmental issues.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here