Today’s quiz: How well do consumers understand “green” brands?
(1) They are savvy.
(2) They don’t have a clue.
(3) They don’t care all that much.
(4) All of the above.
The answer, judging from the results of this year’s ImagePower® Global Green Brands Study, is (4) all of the above.
Hey, who ever said communicating about “green” is simple?
The survey, which comes from advertising and marketing giant WPP, is based on interviews with about 9,000 people in eight countries.
In the U.S., where researchers conducted 1,200 interviews, consumers identified these Top 10 green brands: [click to continue…]
What are the “greenest” brands in the U.S.? Until we can define “green,” there’s no meaningful way to answer that question. Of course, that doesn’t stop people from having, and expressing, opinions.
Last summer, a group of agencies owned by the giant marketing and communications company WPP – the PR firm Cohn & Wolfe, branding experts Landor Associates and pollster-consultants Penn, Schoen & Berland Associates (PSB) – joined with Esty Environmental Partners, a consulting firm run by Yale prof and author Dan Esty, to survey about 5,000 consumers around the world about green products, companies and brands. This Friday, the agencies will host a lunch in New York where I’ll moderate a panel (see below) to talk about the survey, called Green Brands, Global Insights.
The survey produced all sorts of interesting results—would you believe that 38 percent of consumers in Brazil are willing to spent 30 percent or more for green products?—but what jumped out at me was the list of the U.S.’s greenest brands. Here goes.
1. Clorox Green Works
2. Burt’s Bees
3. Tom’s of Maine
4. SC Johnson
5. Toyota
6. P&G
7. Wal-Mart
8. Ikea
9. Disney
10. Dove
To which I can only say: I would never, ever have predicted that list. [click to continue…]
