A major shift in consumer awareness about the value of green spaces in Akron, Ohio, is the primary finding of an independent survey conducted for Project EverGreen. The national non-profit organization launched its first "EverGreen Zone" in spring 2008, a pilot consumer education program with the objective of building the public's awareness of the economic, environmental and lifestyle benefits of green spaces in Akron. The study was conducted by DataCore Marketing, Kansas City, Mo.
From April through September, Project EverGreen blanketed the city with positive messages about the importance of responsibly managing green spaces. Street teams passed out educational literature, seed packets and green space IQ quizzes at more than sixty public events. Hundreds of yard signs and posters covered city parks and bus signs and billboards dotted the city. From sponsorship of a minor league baseball game to signage at a major amphitheater, consumers were provided with messages about green that resonated with the public.
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"The numbers tell a very positive story," says Den Gardner, executive director of Project EverGreen. "The data backs up our gut reaction and the public feedback we received. From the blighted area renovation of a downtown park to the Art of Green Spaces competition with local youth groups, we know we made a lasting difference in Akron and we cannot wait to get started on our 2009 EverGreen Zones in Akron and expansion into Milwaukee."
In a survey with a significantly higher response than normally seen, Akron consumers revealed their priorities. For example, in answer to the question, "How important are these benefits of a healthy lawn and well-planned trees and shrubs to you?" consumers rank economic reasons first (84 percent "increasing home value"), lifestyle enjoyment second (81 percent "contributing to a more enjoyable lifestyle"), and environmental priorities third (61 percent "contributing to a healthier environment)."
Project EverGreen's focus is consumer awareness about the environmental, economic and lifestyle benefits of green spaces," Gardner adds. "Fulfilling our new mission statement: 'To preserve and enhance green space in our communities for today and future generations,' is our highest priority as we enter the new year and our two EverGreen Zone initiatives."