Is the green consumer market 50/50 men and women?

Have you read the Cone Green Gap Survey that came out today? It has some interesting ideas on how to avoid greenwashing your message. For those with consumer products you'll want to read up.

The highlights? Consumers want third party audits, PROOF and credible ads. Lots of other great take homes as well.

Here's where I have to scratch my head, however. Marketing to women is the hot thing to do when it comes to consumer marketing. We decide on over 80% of the stuff. So why survey 50/50 men and women when it comes to green consumer marketing? In this case 520 men and 560 women. Yes, we both consume, but only the women make the shopping decisions over 80% of the time. Wouldn't you want your research to focus on those who are making the decisions? I'm just asking...

I'm not singling out Cone. I've seen this 50/50 mix many times when it comes to the green market. If 50% of your surveyed group feels one way (yet doesn't shop) why do you care how they react to the green product advertising?

Has anyone else noticed this?

Mary