Should Wineries Promote Green Practices?
Ξ February 17th, 2010 | → 0 Comments | ∇ A Day at a Time, Technology, Wine News, Wineries |
A report just published by the George Mason University Center for Climate Change Communication titled Americans’ Actions to Conserve Energy, Reduce Waste, and Limit Global Warming demonstrates the willingness of Americans to engage in a broad range of conservation practices even if they do not always follow through. Despite the recent body blows climate change science has suffered, it is clear from the report that the depth of America’s commitment to ‘green’ themes has only increased with time.
Conducted between the months of December, ‘09 and January of this year, 1001 Americans surveyed, 18 and over, readily agreed with the proposition that recycling at home, bicycling to work, using public transport, reducing energy use at home, among a few of the survey’s questions, were important personal pursuits and social values generally. However, the report also highlights the contrast between the motivation to act ‘green’ with the actual performance of the same. Now, what might prove of interest to the wine industry is that despite or perhaps because of shortcomings of the practical application of ‘green’ behavior of the surveyed, a large percentage indicated their willingness to reward companies perceived to engage in environmentally beneficial activities and to punish those companies perceived to be engaged in destructive behaviors.
From the report:
Consumer Behavior
Q201. Over the past 12 months, how many times have you rewarded companies that are taking steps to reduce global warming by buying their products?
2010 2008
Many times (6+) 4 5
Several times (4-5) 7 11
A few times (2-3) 17 22
Once 5 4
Never 68 58
Q202. Over the past 12 months, how many times have you punished companies that are opposing steps to reduce global warming by NOT buying their products?
2010 2008
Many times (6+) 5 7
Several times (4-5) 7 8
A few times (2-3) 13 14
Once 3 3
Never 72 69
Q203. Over the next 12 months, would you like to punish companies that are opposing steps to reduce global warming by NOT buying their products…
2010 2008
More frequently than you are now? 32 40
About the same as you are now? 58 53
Less frequently than you are now? 10 7
Q204. Over the next 12 months do you intend to buy the products of companies that are taking steps to reduce global warming…
2010 2008
More frequently than you are now? 34 40
About the same as you are now? 58 56
Less frequently than you are now? 8 4
Clearly, benefits may flow to a winery able to raise its ‘green’ profile. I have written about The Gort Cloud in precisely this connection. And Social Media, Facebook, for example, offers the winery an easy way to reach potential customers and other influencers. However, if we examine the otherwise excellent list of 50 Facebook update ideas for wineries from a recent post on the wine industry blog Fermentation, we find no mention is made of ‘green’ practices of any sort (as of this writing). I believe this to be an unreasonable oversight. I would strongly encourage wineries to add such a category to their Facebook update cycle as well as to their blogs, and any other public interface for that matter. It can do no harm, and may successfully tap into the incompletely realized personal ‘green’ ambitions of the American public.
2/18 Update. Please see the just released Drinks Business Green Awards for 2010.
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