Amid a climate of economic uncertainty, Americans now place a higher value on their own financial stability over environmental responsibility. However, they are still looking to make sensible environmental choices, according to the 2011 Green Gauge U.S. Report from GfK Roper Consulting, a division of GfK Custom Research North America.

The GfK Green Gauge U.S. Report has been examining environmental attitudes and behaviors of global consumers since 1992; and the 2011 report found that 41 percent of Americans say "first comes economic security then we can worry about environmental problems.” This dramatic 13 percentage point increase from the pre-recession levels of 2007, when just 28 percent would put economic considerations ahead of the environment, clearly reflects today’s low levels of consumer confidence and increased personal worry about the nation’s current economic malaise.

In addition, while most think concern about the environment is at least somewhat serious, fewer are saying that concern about the environment is "very serious and should be a priority for everyone” (33 percent in 2011 vs. 46 percent in 2007).

For more information, Liz Nolley Tillman, GfK Custom Research North America, at (212) 240-5300 or


Green graph of home systems

Security monitoring firms aiming at providing home energy management services may have a harder job to grow this sector of the business.