SOURCE: Nielsen BuzzMetrics

August 30, 2007 10:28 ET

Online Buzz on Environmental Issues Up 169% Versus Year Ago, Nielsen Reports

Scrutiny Over Bottled Water Prompts Blogger Buzz to Skyrocket 508%

NEW YORK, NY--(Marketwire - August 30, 2007) - Prolonged online "buzz" about the environmental terms "green" and "sustainability" suggest that heightened awareness of environmental issues is much more than a passing fad, The Nielsen Company reported today in a report from Nielsen BuzzMetrics, the global measurement standard in consumer-generated media.

According to Nielsen BuzzMetrics, buzz about the term "sustainability," which refers to activities that allow a resource to perpetuate itself, peaked on blogs, boards and discussion groups after the February 25 telecast of The Oscars (see Graph 1) as Al Gore's "Inconvenient Truth" took home the Oscar for Documentary Feature. Nonetheless, "sustainability" has remained a persistent issue in the blogosphere, with buzz levels on this term up 169% in July 2007 versus year ago. These findings are from the Nielsen BuzzMetrics Q2 2007 Sustainability Buzz Report, which is for sale at sales@buzzmetrics.com and will be featured during a special Sept. 7 Webcast.

"Fueled by Al Gore, growing media attention, and other factors, these higher, lasting buzz levels suggest sustainability is further becoming a deep-rooted priority in consumers' lives," said Greg Thornhill, VP and Practice Lead, CPG, Nielsen BuzzMetrics. "For marketers, this new era of sustainability means they must prepare for rising consumer awareness and scrutiny in everything they do and how it relates to the future good of the planet."

Nimble Brands Catching On With Sustainability

The top brands consumers associate with "sustainability" in natural online conversations tend to be nimble and independent newcomers. For example, in the consumer-packaged goods (CPG) category, some of the most popular brands currently discussed in connection with sustainability include: Seventh Generation, Shaklee, Method, Ecover, M.O.P., gDiapers and Greening the Cleaning.

Bottled Water Emerging As Health, Sustainability Concern

In a related environmental issue, online buzz about bottled water spiked 520% percent on July 27 (versus the beginning of the year -- see Graph 2), following recent bottled-water bans in San Francisco and Ann Arbor, and disclosures that two major bottled water brands included only tap water. This heightened scrutiny around bottled water impelled consumers to explore safety and environmental hazards, and consider alternatives. For example, chemicals in water containers were discussed frequently, as were recommendations for using greener Brita filters and filling Nalgene bottles with tap water. Importantly, consumer buzz suggests they hold manufacturers responsible for warning the public about dangers in the manufacturing and packaging process of their products.

Nielsen BuzzMetrics CGM 101 Webinar

To learn more about this issue, please join Nielsen BuzzMetrics for its next CGM 101 Webinar, which will feature a spotlight on sustainability scheduled for Friday, September 7, 2007. To register and learn about additional educational modules, please visit http://nielsenbuzzmetrics.com/webinars

About The Nielsen Company

The Nielsen Company is a global information and media company with leading market positions and recognized brands in marketing information (ACNielsen), media information (Nielsen Media Research), online intelligence (NetRatings and BuzzMetrics), trade shows and business publications (Billboard, The Hollywood Reporter, Adweek). The privately held company is active in more than 100 countries, with headquarters in Haarlem, the Netherlands, and New York, USA. For more information, please visit www.nielsen.com.

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, General Motors, HBO, Kraft, Microsoft, Nokia, P&G, Target and Toyota, as well as the top 15 pharmaceutical companies. 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 service of The Nielsen Company. For more information, visit www.nielsenbuzzmetrics.com.

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