New study shows that less then one in three Americans feel they can make a difference for the environment.

Ever wonder about how concerned your customers really were about the environment?

Not that much, according to a recent Yankelovich survey of 2763 people about their environmental attitudes.

Just 1 out of 3 Americans feel much more concerned about environmental issues today than a year ago. Less than one-quarter feel they can make a difference when it comes to the environment, and only 7% feel it’s already too late to doing something about climate change.

The president of Yankelovich, J. Walker Smith, concludes that “while (consumers) are highly aware of environmental issues due to the glut of media attention… ‘going green’ in their everyday life is simply not a big concern or a high priority.”

There is a niche opportunity to exploit the “green-ness” of your product as 13% of Americans over age 16 (about 30 million total) say they are “strongly concerned” about the environment.

Tags: consumer attitudes, environmental issues, environmentally friendly marketing, Going green, green marketing