Being "green" is popular these days, but did you know that about 10% of the population don't care a whit about the environment?
Here's an interesting article by Jim Edwards for Brandweek about the "Never Greens":
Link - via BuzzFeed
The Never Greens don't buy green products, don't remember green advertising when they see it and are irritated by it even if they do, according to Mintel.
Never Greens also showed up in a survey by Shelton Group, an ad agency for BP Solar, the oil giant's renewable unit. About 26% of Americans are hardcore skeptics, according to Suzanne Shelton, the CEO of the Knoxville, Tenn., firm. They tend to be upper-income, middle-aged, conservative males, she said.