SOURCE: Nielsen BuzzMetrics

April 19, 2007 15:37 ET

Blog Conversation on 'Sustainability' Doubles Over Last Year, Reports Nielsen BuzzMetrics

Nielsen BuzzMetrics Launches Research Service to Track Consumer Sentiment and Brand Health Around 'Sustainability'

NEW YORK, NY -- (MARKET WIRE) -- April 19, 2007 -- Is green the new buzz machine? According to Nielsen BuzzMetrics, the global standard in consumer-generated media measurements, references to "sustainable" or "sustainability" were up 110% in March 2007 versus one year ago. Sustainability encompasses a broad spectrum of efforts to provide better outcomes for human and natural environments.

These are among the findings from Nielsen BuzzMetrics' Sustainability Monitor™, a new syndicated service which takes the pulse of consumer sentiment and brand health around sustainability. The service tackles key areas like organics, recycling, renewable fuels, alternative health care and environmental economics. The Sustainability Monitor™ service also includes focus reports in key categories such as automotive and consumer-packaged goods (CPG).

"While much media attention has focused on personalities like Al Gore pushing for a sustainable environment, thousands of individual voices are speaking out across all corners of the Internet on this emergent issue," said Jerry Needel, senior vice president, product management, Nielsen BuzzMetrics. "The Sustainability Monitor aggregates those voices into key insights for companies and brands seeking to understand and participate in this movement."

Among key findings from the Sustainability Monitor™ April 2007 wave:

--  Sustainability discussion is tipping into mainstream; discussion
    sources go beyond environment/activist-focused topics. Key sustainability
    blogs rank among top 50 blogs overall and mainstream consumers are looking
    for ways to get involved.
--  The topics driving sustainability discussion over the past year
    include: environmental issues (23%); corporate initiatives (18%);
    government involvement (15%); economic activities (14%); and land
    development (13%).
--  There is a fine line between being viewed as authentic in the support
    for sustainable practices and perceived as taking advantage of the
    "trendiness" of going green. Consumers are actively calling out 'green-
    washing' of corporations perceived to be entering this space with the wrong
    intentions.
    
Mapping 'Eco-friendly' Discussion In The Blogosphere

To better understand sentiment and mental associations around 'eco-friendly,' Nielsen BuzzMetrics filtered blog buzz through its Brand Association Map (BAM). By applying advanced text-mining algorithms to all blog discussion with keyword eco-friendly, between January 1 and March 15, 2007, Nielsen BuzzMetrics plotted the most important attributes, issues and themes, with the most closely associated terms to eco-friendly nearest the center. (See accompanying image.)

Nielsen BuzzMetrics "Get Smart" Webinar Series

Nielsen BuzzMetrics hosts an ongoing educational Webinar series to explore the world of consumer-generated media (CGM) touching on important topics like sustainability. If you would like to join an upcoming Webinar, please register on our website at http://nielsenbuzzmetrics.com/webinars.asp.

About Nielsen BuzzMetrics

The Nielsen BuzzMetrics service, marketed by BuzzMetrics, Inc., is the global standard in measuring consumer-generated media and word of mouth. Nielsen BuzzMetrics helps more than 100 leading global companies interpret and leverage the buzz surrounding them -- clients like Canon, Comcast, Ford, General Motors, HBO, Kraft, Microsoft, Nokia, P&G, Sony, Target and Toyota, as well as the top 15 pharmaceutical concerns. Partners include the world's largest marketing-services firms, and innovative new-marketing agencies. The company has also collaborated with distinguished research organizations such as the Pew Internet and American Life Project. BuzzMetrics, Inc. is a subsidiary of The Nielsen Company, owner of such renowned research names as ACNielsen and Nielsen Media Research. For more information, visit www.nielsenbuzzmetrics.com.

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