Green Brands, Global Insight2011

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Green Brands, Global InsightFindings from the 2011 ImagePower Green Brands Survey

Since 2006, Cohn & Wolfe, Landor Associates, and Penn, Schoen & Berland Associates have partnered to survey consumers on their perceptions of the rapidly evolving “green” space.

This year’s Green Brands Survey is the largest: Over 5,000 people in seven countries (Brazil, China, France, Germany, India, the U.K. and U.S.) participated. This year we also collabo-rated with Esty Environmental Partners, a corporate environmental strategy consulting firm, to develop the survey.

Key findings of the 2009 survey include:

• Globally, consumers report that it is important for companies to be green

• Despite economic concerns, consumers say they will spend more on green products in the coming year

• Consumers trust a variety of sources to inform their green purchase decisions

• No company has established itself as a dominant global green brand, but many are recognized in specific markets

• Consumers expect companies to take comprehensive environmental action

Globally, consumers report that it is important for companies to be green.

At least 77 percent of consumers in all seven countries say it is somewhat or very important for a company to be green. But while many environmental beliefs and behaviors are shared across different consumer cultures, others vary widely. For example, consumers in Brazil, China, and India report being more inclined to seek out green products and to favor companies they consider green, while their counterparts in France, Germany, the U.S., and U.K. are less inclined to do so.

Despite economic concerns, consumers say they will spend more on green products in the coming year.

Although most consumers are more concerned about the economy than the environment, India and Brazil are the only two of the seven countries in which consumers express more concern for the environment. In the U.S., 77 percent of consumers communicated deeper concern for the economy than the environment, which is unchanged from 2008. Meanwhile, China, India, and Brazil showed significant

Whoever Wrote This is a person in a certain office at a company.

There might be some more information that we want to say about who helped write this, and all the data collected. Maybe about the survey in general too.

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support for additional spend: 73 percent of Chinese consumers say they will spend more, 78 percent of Indians say they’ll spend more, and 73 percent of Brazilians plan to increase their green spend in the next year.

“With the global climate change discussion focused on what the major new economic powerhouses like China, India, and Brazil are willing to do to control their emissions, those three countries stood out in our research as more interested in buying from environmentally friendly companies and more willing to spend on green products,” says Scott Siff, executive vice president of Penn, Schoen & Berland Associates. “From a political perspective, this turns the assumptions about those countries on their heads, and from a business perspective it says the market for green branding and green products may be even bigger than generally thought.”  

Consumers trust a variety of sources to inform their green purchase decisions. Worldwide, consumers identify television and the Internet as their primary sources of information for environmental issues. And respondents—especially those in developing countries—say that they trust advertising to inform them about green products.

Internationally, consumer purchase decisions are influenced by various divergent factors: Consumers in France, Germany, and India are influenced by past experiences with a product, while recommendations from friends are effective in the U.S. and China, and editorial content is most persuasive in the U.K. and Brazil. All countries agree that intellectuals (professors, writers) or activists are the most credible spokespeople for environmen-tal change.

“As consumer demand for information and knowledge on green increases, brands also need to become more sophisticated about how they communicate their company and products,” according to Annie Longsworth, sustainability practice leader for Cohn & Wolfe.

“Transparency is critical, as are credible spokespeople and authenticity, which can be demonstrated through product labeling and ingredient disclosure, among other strategies.”

No company has established itself as a dominant global green brand, but many are recognized in specific markets. In order to gauge which companies are communicating their green initiatives or values most effectively, the survey asked participants in each country to rate a predetermined set of brands.

The results provide insight into the categories of most importance to consumers in each country. Interestingly, very few countries identified the same categories as the greenest, although personal care was in the top three for all countries except China.

Consumers expect companies to take comprehensive environmental action. The survey also indicates that consumers have clear ideas about the steps that companies should take to be viewed as green.

“Reducing toxins leads the list of consumer priorities; the data also show that the public holds companies accountable for good environmental behavior across the board,” says Dan Esty, chairman of Esty Environmental Partners. “Consumers expect companies to recycle, use energy efficiently, reduce packaging, and pursue green innovation. To gain loyalty, a company’s environmental strategy must be comprehensive.”

The growing value of a comprehensive approach to environmental strategy is reflected in a company’s performance on brand attributes.

“This year’s findings in both developed and developing countries reinforce consumers’ desires to be green by using products that are green,” says Russ Meyer, chief strategy officer of Landor Associates. “However, we’re also beginning to see a strong positive correlation between greenness and more traditional brand attributes like honesty and trustworthiness. This creates an incentive for global brands faced with the challenge of expanding the reach of preexisting products while introducing green ones, as the presence of one attribute can have a halo effect on others.” ■

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1 3 5 7 9

Within the top ten U.S. brands, some emphasize green products and others focus on green corporate action.

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Green Brands2011 RGB Values

0, 82, 136

90, 135, 197

245, 160, 26

117, 117, 117

AustrALIA brAZIL chInA FrAnce

1 Subway Natura 微软 Yves Rocher

2 Toyota O Boticário 苹果 L'Occitane

3 ALDI Ipê 华为 Veolia

4 IKEA Unilever 宏达 Belambra (VVF)

5 Woolworths Nestlé 联想 Ikea

6 Apple Petrobras 格力 Decathlon

7 Dove Bombril TCL Danone

8 IGA Johnson & Johnson 大宝 Nivea

9 Kimberly Clark Avon 屈臣氏 Suez Environnement

10 Coles Hering 霸王 Leclerc

germAny IndIA u.K. u.s.

1 Alnatura Amul Body Shop Seventh Generation

2 LichtBlick Dabur Innocent Whole Foods Market

3 Frosch (Erdal Rex) Infosys Co-Op Tom’s of Maine

4 Tegut Taj Hotels Resorts and Palaces Marks & Spencer Burt’s Bees

5 Edeka Britannia IKEA Trader Joe’s

6 Nordsee Suzlon Dove Walt Disney

7 Rewe Hindustan Unilever Sainsbury's SC Johnson

8 Dr. Oetker Wipro Waitrose Dove

9 Volkswagen Maruti Suzuki Fairy Apple

10 Henkel Godrej Consumer Products Morrisons Microsoft , Starbucks (TIE)

methodoLogy Penn Schoen Berland conducted 9,022 interviews in Australia, Brazil, China, France, Germany, India, the United Kingdom, and the United States from 27 February to 24 March 2010. The margin of error was ±2.8% in the United Kingdom and United States, ±2.9 in Germany, and ±3.0% everywhere else. Interviews were conducted online among the general population, 18 and older. In Brazil, China, and India, respondents were limited to Tier 1 cities. Brands were chosen from a predetermined set.

■ Right Direction ■ Wrong track ■ Undecided

Do you think the state of the environment in this country is headed in the right direction, or is it on the wrong track?

Something about the U.S. data being tracked over the last five years, and the post-recession levels of consumer opinion.

■ Spend more ■ Spend less ■ Spend the same ■ Undecided

■ Very important■ Somewhat important■ Somewhat unimportant■ Very unimportant■ Undecided

In the next year, do you plan to spend more, less, or the same amount on “green” products and services?

How important is it to you that a company is environmentally friendly or is a “green” company?

17%15%

9%

56%

45% 52%39%

5% 3% 3% 1%1%

41% 48%9% 20%

57%

19%58% 40%

15%4%

16%

62%

23%6%

13%

54%

54%

..

■ Very Important ■ Somewhat Important ■ Somewhat Unimportant ■ Very Unimportant

..

70%

29% 29%

63%

41%

53%62%4%

6%

1% 8%

34%17%

77%

22%

70%53%

43%

4%

6%8%

....

■ Environment ■ Economy ■ Undecided

70%29% 29%

63%41%

53%62%4% 6%

1% 8%

34% 17%

77%22%

70%53% 43%

4%

6%8%

....

■ Environment ■ Economy ■ Undecided

70%

29%29%

63%

41%

53%62% 4%6%

1% 8%

34% 17%

77%

22%

70%53%

43%

4%

6%8%

....

■ Environment ■ Economy ■ Undecided

..

■ Undecided

..

■ “There is so much advertising about green products that it makes consumers tune out”

■ “Advertising about green products helps consumers make informed purchase decisions and understand the benefits of these products”

62%25%

60%27%

80%

18%

49%36%

46%

11% 15%13% 13%

43% 81%

15%

90%

5%5%4%2%

....

73%

3%16%8% 73%

6%19%2% 41%

10%

38%

11%

32%6%

47%15%

78%

5%4%

13%

15%

6%

49%30%

18%

7%

37%39%

■ Spend More ■ Spend Less ■ Spend the Same ■ Undecided

When you think about what brands to buy, how important is it that a company is green?

The global data would go here. we need to pick the questions.

What do you think about advertising for green products?

In the next year, do you plan to spend more, less, or the same amount on green products or services?

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pAneLIstAmy Longsworth, Partner, Esty Environmental Partners

Amy Longsworth is a partner at Esty Environmental Partners, the strategy consult-ing group specializing in environmental sustainability, where she heads the

Washington DC office. She has advised global clients across multiple industries, including beverage, personal care, apparel, and grocery. Amy leads the firm’s thinking on effective sustainabil-ity marketing, positioning, and communications, and has helped drive the work of the Sustainability Innovators Working Group to build best practice management tools for sustainability strategy and execution. She has more than 20 years of experience in environmental strategy from both the NGO and business perspec-tive. She was formerly Vice President for Corporate Programs at The Nature Conservancy and holds a B.A. from Wesleyan and an M.B.A. from Harvard.

pAneLIstMark Penn, CEO Worldwide, Burson-Marsteller & CEO,

Penn Schoen Berland

Mark Penn is worldwide President and CEO of Burson-Marsteller, a leading global public relations and public affairs agency, and CEO of Penn Schoen Berland, a strategic research firm. He has served as a senior adviser to corporate leaders like Bill Gates, Steve Ballmer

and Bill Ford, and helped to elect over 25 leaders around the world, including serving as senior adviser to President Bill Clinton, Secretary of State Hillary Rodham Clinton and UK Prime Minister Tony Blair. His client relationships include Ford Motor Company, Merck, Verizon, BP, McDonald’s and Microsoft. Mark is also author of the best-selling book “Microtrends”. Mark received an A.B. from Harvard University where he also served as City Editor of the Harvard Crimson.

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BiographiesmoderAtorMarc Gunther, Contributing Editor, FORTUNE

Marc Gunther is a veteran journalist, speaker, writer and consultant whose focus is business and sustainability. Marc is a contributing editor at FORTUNE magazine, a senior writer at

Greenbiz.com, a lead blogger at The Energy Collective and a contributor to HOW online. He’s also a husband and father, a lover of the outdoors and a marathon runner. Marc is the author or co-author of four books, including Faith and Fortune: How Compassionate Capitalism is Transforming American Business (Crown 2004), and is the creator and co-chair of Brainstorm Green, FORTUNE’s annual conference on business and the environment. Marc also provides writing and consulting services to corporations and nonprofit groups, including Environmental Defense Fund, the Natural Resources Defense Council and Sony Corp. of America.

pAneLIstAnnie Longsworth, President, SF, & Global Sustainability Practice Leader, Cohn & Wolfe

Annie Longsworth joined Cohn & Wolfe in 2002 and has helped establish the office in one of the world’s most influential business regions—

one that has spawned both the technology and green revolutions. Annie is the senior counselor to Tom’s of Maine, Wellcore and Landor Associates. In March 2007, Annie launched a global Sustainability practice devoted to communication strategies around the topics of sustainability, alternative energy and environmental strategy. She is actively engaged as the communications partner for sustainability programs with clients including Valvoline, Panasonic, Naya Water and Tom’s of Maine, and has also worked with American Express, Chevron and startup Tastybaby on their environ-mental strategies. In December of 2008 Annie was

pAneLIstRuss Meyer, Chief Strategy Officer, Landor Associates

As the chief strategy officer for Landor Associates, Russ Meyer has led teams and assisted in solving branding strategy and identity problems for clients such as

Andersen Consulting, Barclays Bank, Disney, DreamWorks, Hewlett-Packard, Intel, Microsoft, PepsiCo, and Procter & Gamble. In addition, Russ has leveraged Landor’s expertise in mergers and acquisitions assisting in the brand strategy and identity creation for high-profile mergers. He is the co-author of Beyond the Fourth Wall: Marketing for Non-Profit Theaters. Russ holds a BA from the University of Minnesota, an MFA in design from Northwestern University, and an MA in management from the J.L. Kellogg Graduate School of Management.

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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 estyep.com.

Cohn & Wolfe (C&W) 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. C&W 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. C&W is a member of the Young & Rubicam Brands network within WPP, a world leader in advertising and marketing services. For more information, visit cohnwolfe.com

the 2011 ImAgepower green brAnds survey wAs sponsored by:

Landor Associates is one of the world’s leading strategic brand consulting and design firms. Pioneering many of the research, design, and consulting methods that are now standard in the branding industry, Landor partners with clients to drive business transformation and performance by creating brands that are more innovative, progressive, and dynamic than their competitors. With 21 offices in 16 countries, Landor’s work spans the full breadth of branding services, including brand positioning and architecture, naming and writing, corporate identity and consumer packaging design, branded experience, brand engagement, and digital branding. Landor is a member of the Young & Rubicam Brands network within WPP, a world leader in advertising and marketing services. For more information, please visit landor.com.

Penn Schoen Berland (PSB) 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 psbresearch.com.