Environmental concern is greater when the economy is stronger, a study found which looked at environmental advertising in National Geographic over three decades. Specifically, the study, conducted by three researchers at Penn State University, found that consumers are more receptive to environmental appeals and marketers do more environmental advertising when the economy is improving. There is a strong statistical correlation, the three researchers discovered, between the GDP and the amount of environmental advertising. As Lee Ahern, one of researchers said, “We found that changes in GDP do indeed predict the level of ‘green’ advertising.”

“Results support the idea that key economic indicators affect the level of green strategic messaging,” said Ahern. “This perspective argues that environmental concern will be greater in stronger economies and better economic times. By extension, consumers will be more attuned and receptive to green appeals when the economy is improving, and marketers will employ more green advertising.”