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For the past seven years, the ImagePower® Green Brands Survey has analyzed consumer perceptions of green products and corporate brands. WPP companies Cohn & Wolfe, Landor Associates, and Penn Schoen Berland, in partnership with corporate environmental strategy consultancy, Esty Environmental Partners, conducted the research and analysis.
BACKGROUND
The 2011 survey is the largest ever—with over 9,000 people in eight countries. This deck presents top-line U.S findings and trends. However, it only begins to tell the story—to learn more please contact us.
BACKGROUND
Methodology
1,200 online interviews conducted in the U.S. from April 2–May 3, 2011. The margin of error is ± 2.8.
METHODOLOGY
U.S. Key Findings
The Green Brands Survey answers several important questions…
U.S. KEY FINDINGS
Do U.S. consumers care about environmental sustainability when they choose a brand, product or service? How have U.S. consumers’ perceptions of “green” changed from previous years? What consumer perception challenges must companies overcome in the green space? Do consumer perceptions of how different industries address sustainability vary?
U.S. KEY FINDINGS
How do consumers expect corporations and the government to address sustainability challenges? What type of green information do customers look for? What brands do consumers think are green and why?
U.S. KEY FINDINGS
Companies built around meeting environmental needs top the 2011 green brands list. The top green brands have made sustainability fundamental to their branding. They also sell “in me” and “on me” products.
U.S. KEY FINDINGS
Concern about the state of the environment has rebounded to pre-recession levels and consumers want to buy green, but price remains a hurdle. More than 50% of consumers think the environment is on the wrong track—more than in the previous two years. 73% say it is important to buy from green companies. Price perception remains a challenge; 62% of consumers see cost as the biggest barrier to buying green products. 65% believe green products cost over 10% more, but only 22% are willing to pay that premium.
U.S. KEY FINDINGS
Consumers are most likely to buy green personal care, grocery and household products. Consumers say they plan to buy more green technology, retail and automotive products in the coming year.
U.S. KEY FINDINGS
U.S. Detailed Data and Top 10 Green Brands List
Companies built around meeting environmental needs lead the pack; more broad-based brands follow.
U.S. DETAILED DATA AND TOP 10 GREEN BRANDS LIST
How “green” would you consider this brand to be? Brands ranked based on percentage of respondents who chose 8-10 on a 1-10 point scale, where 10 means the brand is more "green."
6 Walt Disney
7 SC Johnson
8 Dove
9 Apple
10 Microsoft, Starbucks (TIE)
1 Seventh Generation
2 Whole Foods Market
3 Tom’s of Maine
4 Burt’s Bees
5 Trader Joe’s
What makes a green brand? Consumers cite green products, corporate actions, and values.
U.S. DETAILED DATA AND TOP 10 GREEN BRANDS LIST
You said that you consider (BRAND) to be one of the greenest brands we've asked you about. Why?
1 Seventh Generation “They are very forthcoming in their work to keep environmental impact to a minimum in their products and in their company”
2 Whole Foods Market “It is my impression that they are committed across the board to selling organic foods grown under green conditions, that they are concerned about the carbon footprints of their products in terms of purchasing local or regional foods, and that they emphasize recycling, minimization of energy consumption, etc.”
3 Tom’s of Maine “Their products are all natural and their packaging is made from recycled materials. They also use sustainable practices in their business.”
4 Burt’s Bees “Because all of their products are natural and organic. They care about the environment which is reflected in their packaging and products.”
5 Trader Joe’s “They are concerned about their suppliers being green, they are always advertising sustainable products and they really seem to care”
Varying parent-subsidiary relative green rankings reflect different branding approaches.
U.S. DETAILED DATA AND TOP 10 GREEN BRANDS LIST
n Brand ranked higher than parent/subsidiary based on percentage of respondents who chose 8-10 on a 1-10 point scale, where 10 means the brand is more "green."
PARENT SUBSIDIARY
Colgate-Palmolive Tom’s of Maine
Clorox Burt’s Bees
Unilever Dove
Johnson & Johnson Aveeno
Procter & Gamble Olay
Many top 20 green brands are in personal care, grocery, and household products industries.
U.S. DETAILED DATA AND TOP 10 GREEN BRANDS LIST
Industry Ranking 1 2 3 4 5 6
PERSONAL CARE Tom’s of Maine Burt’s Bees Dove Johnson & Johnson
Colgate-Palmolive Aveeno
GROCERY Whole Foods Trader Joe’s Safeway Publix
HOUSEHOLD PRODUCTS
Seventh Generation SC Johnson P&G
RETAIL IKEA Walmart Target
TECH Apple Microsoft
AUTO Toyota
HOTELS & HOSPITALITY Walt Disney
PACKAGED FOOD & BEVERAGE Nestle
QUICK SERVICE RESTAURANTS Starbucks
ENERGY
MOBILE SERVICE PROVIDER
U.S. DETAILED DATA AND TOP 10 GREEN BRANDS LIST
Consumers are also most likely to buy green grocery, household, and personal care products. Tech, retail, and auto are poised to grow.
5
6
7
12
14
16
24
31
35
49
53
8
12
8
15
22
22
27
33
37
45
53%
Mobile provider service
Automotive
Hotels/Hospitality
Quick Service Restaurants (Fast Food)
Technology
Retail
Energy
Packaged Foods and Beverage
Personal Care
Household Products
Grocery
What types of "green" products or services have you purchased in the last year? Please select all that apply.
What types of "green" products or services do you intend to purchase this year? Please select all that apply.
Industry poised for growth - Greatest difference between “have purchased” and “intend to purchase”
73% of US consumers say it is very or somewhat important to buy from green companies, approximately same number as the past three years.
U.S. DETAILED DATA AND TOP 10 GREEN BRANDS LIST
When you think about what brands to buy, how important is it to you that a company is environmentally friendly or is a "green" company?
n Very important n Somewhat important n Somewhat unimportant n Very unimportant n Undecided
2009 2011 2010 2009 2011 2010
However, other attributes are more important.
U.S. DETAILED DATA AND TOP 10 GREEN BRANDS LIST
Companies can have different priorities. How important is it to you that a company is the following when choosing to purchase their products or services? Shows % ranking “very important”
18 19
21 25
31 33 33
38 40
65 66 66
71 71
74%
Is dynamic Is distinctive
Contributes to charities and the community Local
Is green Is best in its category
Is innovative Is environmentally conscious
Has a strong brand Cares about its customers
Is trustworthy Offers high-quality products or services
Is reliable Is responsible
Offers good value
There is a positive correlation between green and key brand attributes except value—the most important trait.
TOP 6 BRAND ATTRIBUTES SIGNIFICANT POSITIVE CORRELATION WITH GREEN
1. Offers good value x 2. Is responsible ü 2. Is reliable ü 4. Offers high-quality products or services ü 4. Is trustworthy ü 6. Cares about customers ü
Below is a list of phrases which could be used to describe (BRAND). Please indicate how well you feel each describes (BRAND). Analyzed % of respondents who chose “completely or somewhat describes.”
How “green” would you consider this brand to be? Analyzed % of respondents who chose 8-10 on a 1-10 point scale, where 10 means the brand is more "green."
U.S. DETAILED DATA AND TOP 10 GREEN BRANDS LIST
62% see cost as the biggest hurdle to buying green products. Almost half also see limited selection as a challenge.
4
10
13
17
22
23
44
62%
The idea of green products is not important to me
Don't Know / No Response
They are of low quality/ do not function as well as traditional products
They are difficult to identify because they are poorly labeled
The green labeling or product information is confusing or not trustworthy
They are difficult to find (i.e., in specialty stores rather than mainstream stores)
There is a limited selection of items from which to choose
They are too expensive
U.S. DETAILED DATA AND TOP 10 GREEN BRANDS LIST
What do you think are the biggest challenges to purchasing green products or services? Please select all that apply.
Most consumers believe green products cost more, but few are willing to pay a premium.
U.S. DETAILED DATA AND TOP 10 GREEN BRANDS LIST
How much more do you think green products cost than comparable non-green products?
And how much more are you willing to spend on a product because it is green?
n Not willing to spend more n Up to 10% more n 11-20% more n 21-30% more n Over 30% more n Undecided
Consumers want more information about ingredients, safety testing, sources of food, and clearer green labeling.
U.S. DETAILED DATA AND TOP 10 GREEN BRANDS LIST
Now please take a look at the following list of possible requirements your government could put in place. Please rate each initiative in terms of importance, where "1" means the initiative is not at all important to you, and "10" means the initiative is extremely important to you. Showing % of respondents who chose 8-10 .
43
47
48
57
58
60
61
61
66
Labels that tell the carbon footprint of the product
Informa5on that explains how a product was manufactured
Labels that tell the environmental impact of the product
Companies must take back products, such as electronics, at the end of their useful life
Companies must recycle product packaging
Green product labels that are easier to understand
Labels that tell where our food comes from
More food and product safety tes5ng
Disclosure of all materials and ingredients in products Disclosure of all materials and ingredients in products
Labels that tell where our food comes from
More food and product safety testing
Green product labels that are easier to understand
Companies must recycle product packaging
Companies must take back products—such as electronics—at the end of their useful life
Labels that tell the environmental impact of the product
Information that explains how a product was manufactured
Labels that tell the carbon footprint of the product
Consumers look for a certification mark to tell if a product is green.
1
2
2
2
4
6
12
15
45%
It is a green color
Based on what my friends/ family tell me
Based on the name
It just seems "green"
Company website/ reputa5on
Based on adver5sements
From what I read about it and/or
Based on the packaging
I look for a specific cer5fica5on mark
How do you decide for yourself that a product is "green"?
I look for a specific certification mark (like Green Seal or USDA Certified Organic)
Based on the packaging
From what I read about it and/or hear about it in the media
Based on advertisements
Company website/ reputation
It just seems "green"
Based on the name
Based on what my friends/ family tell me
It is a green color
U.S. DETAILED DATA AND TOP 10 GREEN BRANDS LIST
Most consumers trust advertising to inform them about green products
U.S. DETAILED DATA AND TOP 10 GREEN BRANDS LIST
Which of the following statements do you agree with more?
n There is so much advertising about green products that consumers just tune it out. n Advertising about green products helps consumers make more informed purchase decisions and understand the benefits of these products.
The percentage of consumers who think the environment is on the right track is at a three year low
U.S. DETAILED DATA AND TOP 10 GREEN BRANDS LIST
Do you think the state of the environment in this country is headed in the right direction or is it on the wrong track?
n Wrong direction n Right track n Undecided
45% of consumers say that the private sector should support green innovation
U.S. DETAILED DATA AND TOP 10 GREEN BRANDS LIST
If you were to choose one, which would you choose to support green innovation?
n The private sector n The government
74% of respondents think the government should support more green innovation
n Much more n Somewhat more n Somewhat less n Much less n Undecided
Do you think your government should support more or less green innovation than it does now?
U.S. DETAILED DATA AND TOP 10 GREEN BRANDS LIST
About Us
ABOUT US
Cohn & Wolfe is a strategic public relations agency dedicated to creating, building and protecting the world’s most prolific brands. With offices around the world, the agency is committed to breaking new ground in the delivery of cross-channel media strategies, creative programming, and practice area excellence.
Cohn & Wolfe is recognized year after year by clients and the industry for excellence in creativity, client service, digital communications, media strategy, senior management and strategic counsel. Cohn & Wolfe also consistently ranks among the top “Best Agencies to Work For” in an annual, industry-wide employee survey. For more information, visit: www.cohnwolfe.com. Cohn & Wolfe is part of WPP (Nasdaq: WPPGY), one of the world’s largest communications services group.
Annie Longsworth COHN & WOLFE (415) 365-8521 [email protected]
Esty Environmental Partners (EEP) is a management consultancy working with corporate clients to build high-impact environmental strategies that create sustainable business value. EEP serves a range of companies, from Fortune 500 to small business, in diverse industries including apparel, financial services, industrial, and consumer packaged goods. EEP clients are executives whose responsibilities include corporate environmental affairs and sustainability, product line management, facilities management, and the highest levels of company or division general management. They engage EEP’s team of experienced environmental and business professionals to help them build core capabilities, innovate, and differentiate their companies through environmental strategy. To learn more, please visit www.EstyEP.com.
Amy Longsworth ESTY ENVIRONMENTAL PARTNERS (202) 365-6638 [email protected]
ABOUT US
ABOUT US
Landor Associates is one of the world’s leading strategic brand consulting and design firms. Founded by Walter Landor in 1941, Landor pioneered many of the research, design, and consulting methods that are now standard in the branding industry. Partnering with clients, Landor drives business transformation and performance by creating brands that are more innovative, progressive, and dynamic than their competitors.
Landor’s holistic approach to branding is a balance of rigorous, business-driven thinking and exceptional creativity. Its work spans the full breadth of branding services, including brand research and valuation, brand positioning and architecture, naming and writing, corporate identity and consumer packaging design, branded experience, brand equity management, brand engagement, and digital branding.
Russ Meyer LANDOR (415) 365-3866 [email protected]
ABOUT US
With 21 offices in 16 countries, Landor’s current and past clients include some of the world’s most powerful brands, including BlackBerry, Citi, the Council on Foreign Relations, Diageo, Hilton Hotels, HP, Jet Airways, Microsoft, MillerCoors, Panasonic, PGA of America, Procter & Gamble, Taj Hotels Resorts and Palaces, and Verizon.
Landor is a member of the Young & Rubicam Brands network within WPP, one of the world's largest marketing and communications firms. For more information, please visit landor.com.
Russ Meyer LANDOR (415) 365-3866 [email protected]
ABOUT US
Penn Schoen Berland is a global research-based consultancy that specializes in messaging and communications strategy for blue-chip political, corporate and entertainment clients. PSB has over 30 years of experience leveraging unique insights about public opinion to provide clients with a competitive advantage. PSB executes polling and message testing services for Fortune 100 corporations and have helped elect more than 30 presidents and prime ministers around the world. Penn Schoen Berland is a part of Young & Rubicam Brands, a subsidiary of WPP, one of the world’s leading communications services networks. More information is available at www.psbresearch.com.
Dave Hughes PENN SCHOEN BERLAND (619) 709-4043 [email protected]