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2011 - Green Brands Global Media Deck
2011 - Green Brands Global Media Deck
2011 - Green Brands Global Media Deck
2011 - Green Brands Global Media Deck
2011 - Green Brands Global Media Deck
2011 - Green Brands Global Media Deck
2011 - Green Brands Global Media Deck
2011 - Green Brands Global Media Deck
2011 - Green Brands Global Media Deck
2011 - Green Brands Global Media Deck
2011 - Green Brands Global Media Deck
2011 - Green Brands Global Media Deck
2011 - Green Brands Global Media Deck
2011 - Green Brands Global Media Deck
2011 - Green Brands Global Media Deck
2011 - Green Brands Global Media Deck
2011 - Green Brands Global Media Deck
2011 - Green Brands Global Media Deck
2011 - Green Brands Global Media Deck
2011 - Green Brands Global Media Deck
2011 - Green Brands Global Media Deck
2011 - Green Brands Global Media Deck
2011 - Green Brands Global Media Deck
2011 - Green Brands Global Media Deck
2011 - Green Brands Global Media Deck
2011 - Green Brands Global Media Deck
2011 - Green Brands Global Media Deck
2011 - Green Brands Global Media Deck
2011 - Green Brands Global Media Deck
2011 - Green Brands Global Media Deck
2011 - Green Brands Global Media Deck
2011 - Green Brands Global Media Deck
2011 - Green Brands Global Media Deck
2011 - Green Brands Global Media Deck
2011 - Green Brands Global Media Deck
2011 - Green Brands Global Media Deck
2011 - Green Brands Global Media Deck
2011 - Green Brands Global Media Deck
2011 - Green Brands Global Media Deck
2011 - Green Brands Global Media Deck
2011 - Green Brands Global Media Deck
2011 - Green Brands Global Media Deck
2011 - Green Brands Global Media Deck
2011 - Green Brands Global Media Deck
2011 - Green Brands Global Media Deck
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2011 - Green Brands Global Media Deck

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  • Would be great if we could change the accent color for these slides to a light green (from the leaves) to go better with the color scheme of the charts that follow
  • Slide 19 in GB International Media Deck 2June-2011—indicative of how bar graphs should be handled (also slides 27, 29, 33 should be translated into theme colors). Please order countries alphabetically throughout, and use text instead of country icons.
  • Slide 20 in GB International Media Deck 2June-2011—indicative of how matricesshould be handled (also slides 21, 22, 25, 26, 30, 32, 34, 35, 36 should be translated into theme colors—should use yellow or orange for negative things like an issue decreasing in importance in slide 21). Please order countries alphabetically throughout, and use text instead of country icons.
  • Slide 20 in GB International Media Deck 2June-2011—indicative of how matricesshould be handled (also slides 21, 22, 25, 26, 30, 32, 34, 35, 36 should be translated into theme colors—should use yellow or orange for negative things like an issue decreasing in importance in slide 21). Please order countries alphabetically throughout, and use text instead of country icons.
  • Slide 20 in GB International Media Deck 2June-2011—indicative of how matricesshould be handled (also slides 21, 22, 25, 26, 30, 32, 34, 35, 36 should be translated into theme colors—should use yellow or orange for negative things like an issue decreasing in importance in slide 21). Please order countries alphabetically throughout, and use text instead of country icons.
  • Slide 23 in GB International Media Deck 2June-2011
  • Slide 20 in GB International Media Deck 2June-2011—indicative of how matricesshould be handled (also slides 21, 22, 25, 26, 30, 32, 34, 35, 36 should be translated into theme colors—should use yellow or orange for negative things like an issue decreasing in importance in slide 21). Please order countries alphabetically throughout, and use text instead of country icons.
  • Slide 20 in GB International Media Deck 2June-2011—indicative of how matricesshould be handled (also slides 21, 22, 25, 26, 30, 32, 34, 35, 36 should be translated into theme colors—should use yellow or orange for negative things like an issue decreasing in importance in slide 21). Please order countries alphabetically throughout, and use text instead of country icons.
  • Slide 28 in GB International Media Deck 2June-2011
  • Slide 28 in GB International Media Deck 2June-2011
  • Slide 37 in GB International Media Deck 2June-2011 (re-ordered)
  • Slide 38 in GB International Media Deck 2June-2011 (re-ordered)
  • Transcript

    • 1. BACKGROUNDFor the past seven years, the ImagePower®Green Brands Survey has analyzedconsumer perceptions of green products andcorporate brands.WPP companies Cohn & Wolfe, LandorAssociates, and Penn Schoen Berland, inpartnership with corporate environmentalstrategy consultancy, Esty EnvironmentalPartners, conducted the research andanalysis.
    • 2. BACKGROUNDThe 2011 survey is the largest ever—withover 9,000 people in eight countries.This deck presents top-line findings andglobal trends. However, it only begins to tellthe story—please contact us to learn more.
    • 3. Methodology
    • 4. METHODOLOGY9,009 online interviews were conducted in Australia, Brazil, China,France, Germany, India, the U.S., and U.K. from April 2 – May 3,2011.Interviews were conducted online among the general adult population.In China, India, and Brazil, respondents were from tier-one cities.* NUMBER OF INTERVIEWS AUSTRALIA 1,100 BRAZIL 1,106 CHINA 1,102 FRANCE 1,100 GERMANY 1,100 INDIA 1,101 U.K. 1,200 * Tier-one cities are major U.S. 1,200 metropolitan areas in a country.
    • 5. Top-line findings andcountry insights
    • 6. KEY FINDINGSThe Green BrandsSurvey answersseveral importantquestions…
    • 7. KEY FINDINGSHow have consumers’ attitudes toward green brands,products and services changed from previous years andhow do they vary by country?What consumer challenges must companies overcome inthe green space?Do consumer perceptions vary on how differentindustries address sustainability?What types of green products are consumers currentlybuying and in which categories do consumers plan topurchase more green products?What brands in each country do consumers think aregreen and why?
    • 8. KEY FINDINGS (1/3)Consumers are increasingly concerned about environmentalissues, particularly energy use In most countries, concern about the state of the economy fell, while concern about the state of the environment grew. While the number of consumers who choose climate change as the most important green issue fell, the number who cite energy use as an issue rose.Consumers want to buy from green companies and plan tospend more on green products Consistent with previous years, the majority of consumers across all countries say it is important to buy from environmentally-friendly companies. In developing countries, the majority of consumers say they plan to ―spend more‖ on green products and services.
    • 9. KEY FINDINGS (2/3)Packaging influences green purchasing At least a quarter of consumers in all countries say that packaging has the greatest impact on their likelihood to purchase green products. Consumers rely heavily on certification marks to decide if a product is green.Consumers are less likely to cite hurdles to buying greencompared to last year; but price and lack of choice remainchallenges In developed countries, more than half of consumers report that high cost of buying green is the biggest hurdle. More than a third of consumers in developed countries say they are not willing to pay a green price premium. In developing countries, consumers most frequently cite limited selection as the biggest hurdle to buying green. In China, confusing or untrustworthy green labeling is a barrier.
    • 10. KEY FINDINGS (3/3)Consumers are more likely to purchase green products in thehousehold, grocery, personal care, and packaged food and beverageindustries. Auto and tech are poised for green growth. Consumers in developed countries purchase more green products in the grocery industry compared to any other industry. In India and Brazil, consumers are more likely to purchase green products in the household category and in China consumers are more likely to purchase green products in the packaged food and beverage category. Consumers in all markets intend to buy more green products in the technology and auto industries in the next year.Consumers are looking for public leadership on green innovation An overwhelming majority say the government should support more green innovation than it does now. Consumers in all countries except the U.S. believe it should be primarily the government that supports green innovation (rather than the private sector).
    • 11. AUSTRALIAAustralians concerned about climate change, and the environment in general Australia is the only country polled that selected climate change as the largest environmental issue. The number of consumers who say the environment is on the wrong track versus headed in the right direction jumped from 42% in 2010 to 53% in 2011.Demand for information but overall face fewer hurdles to buying green 77% of consumers think labels that tell where food comes from and 72% think disclosure of ingredients and materials in products are important requirements the government could put in place. The number of consumers citing confusing or untrustworthy green labeling or product information, difficulty to find, limited selection, and expense as hurdles to buying green fell from last year.Consumers identify grocery and retail green brands 5 of the top 10 green brands are grocers or retailers.
    • 12. BRAZILStrong environmental interest More consumers in Brazil think the state of the environment is on the wrong track than consumers in the other countries. Consumers cite deforestation and climate change as the most important environmental issues.Affinity for green brands and willing to pay more for green products 74% say that ―Is environmentally conscious‖ is an important brand attribute— more than in other countries. 77% are willing to spend more on a product because it is green.More likely to purchase green household and personal care products 61% of Brazilians say they have purchased green household products in the past year—more than in other countries. 7 of the top 10 green brands are personal care or household product companies.
    • 13. CHINAOptimistic about the state of the environment China is the only country in which more consumers say the environment is headed in the right direction rather than say it is on the wrong track.Consumers are willing to pay more for green. Auto industry is poised forgreen growth. 95% are willing to spend more on a product because it is green. 28% of consumers say they intend to purchase green auto products in the next year, up from the 13% of consumers who report having purchased such products in the past year.See role for government in driving green innovation and ensuring productsafety 77% say it should be the government who supports green innovation rather than the private sector. 79% think that more food and product safety testing is an important requirement the government could put in place.
    • 14. FRANCEConsumers are environmentally conscious, but look for value 88% say that when they think about brands to buy it is important that a company is environmentally friendly—more than in the other developed countries polled. 78% say the biggest challenge to purchasing green products or services is that they are too expensive—more than in other countries.Tune out green advertising France is the only country in which more consumers say there is so much advertising about green products that consumers tune it out.Cite the retail industry as doing the best job to protect the environment France is the only country in which more consumer say the retail industry is doing the best job of helping to protect the environment compared to other industries.
    • 15. GERMANYGermans focused on product information Germany is the only developed country in which consumers say green labeling or product information is confusing is a top challenge.Report commitment to green innovation Germany is the only country in which a majority of consumers say the government supports more green innovation. 72% of Germans say developed countries should focus on green innovation rather than developing countries.Show interest in energy issues 32% of Germans cite energy use as the most important green issue—higher than in any other country. 30% of consumers say they intend to purchase green energy products in the next year, up from the 21% of consumers who report having purchased such products in the past year.
    • 16. INDIAUnique environmental issues and innovation oriented India is the only country to chose air pollution as the most important green issue (tied with deforestation) India is the only country in which more consumers say it should be developing countries that should focus on green innovation versus developed countries.Receptive to green advertising 86% of Indians report advertising helps consumers make more informed decisions and understand the benefits of green products. 57% say that TV ads have the greatest impact on their likelihood to purchase green products.Consumers are interested in green auto products 28% of consumers say they intend to purchase green auto products in the next year, up from the 16% of consumers who report having purchased such products in the past year.
    • 17. UNITED KINGDOMConcern about the economy and cost of green products predominate Britons are more concerned about the state of the economy than consumers in other countries. 40% of Britons are not willing to spend more on a product because it is green—more than in other countries.They’re engaged on packaging issues 91% say companies use too much material in the packaging of products and 73% believe that requiring companies to recycle product packaging is an important requirement the government could put in place.Grocers and retailers vie for sustainability leadership Grocery stores and retailers account for 6 of the top 10 green brands.
    • 18. UNITED STATESConsumers want to buy green, but price remains a hurdle 72% believe it is important to buy from green companies and 30% say they plan to spend more on green products in the next year. 65% think green products cost more, but only 22% are willing to pay that premium.Consumers are most likely to buy ―in me‖ and ―on me‖ green products. Tech ispoised to grow. Consumers buy more green products in the grocery, household, and personal care categories than in any other categories. 22% of consumers say they intend to purchase green tech products in the next year, up from the 14% of consumers who report having purchased such products in the past year.Demand for corporate innovation The U.S. is the only country in which consumers say the private sector should support green innovation versus the government.
    • 19. Global Outlook
    • 20. GLOBAL OUTLOOKMore consumers in the U.S., France, Australia, China, andIndia think the environment is on the wrong track than inprevious years. Consumers in India and Brazil areparticularly concerned.Do you think the state of the environment in this country  2009  2010  2011is headed in the right direction or is it on the wrong track?Showing “Wrong track” 66 66 63 61 59 59 57 53 54 53 54 50 48 47 48 47 42 42 43 41 39 32 29 AUSTRALIA BRAZIL CHINA FRANCE GERMANY INDIA U.K. U.S. AU BR CH DE FR IN UK US
    • 21. GLOBAL OUTLOOKConsumers in most countries rate energy use as the mostimportant green issue—other issues split by regionWhich of the following do you feel is the most important  Most important  2nd most importantgreen issue or problem today? AUSTRALIA BRAZIL CHINA FRANCE GERMANY INDIA U.K. U.S.Energy use 17 4 27 19 32 6 24 23Climate change 22 15 14 11 26 18 19 14Chemicals, toxics, & 12 8 14 19 13 12 7 16heavy metalsAir pollution 6 14 15 16 4 21 8 10Deforestation 9 32 4 6 2 21 11 4Waste management 4 8 8 8 3 9 17 10Water issues 15 9 12 8 1 9 2 4Ocean pollution and 6 2 2 7 6 1 6 4overfishingBiodiversity loss 2 6 4 4 3 2 3 1
    • 22. GLOBAL OUTLOOK In the last year, concern about energy use and toxics grew, while concern about climate change and air pollution fell Which of the following do you feel is the most important  Issue increased in importance since 2010 green issue or problem today?  Issue decreased in importance since 2010 Showing difference between 2011 and 2010 AUSTRALIA BRAZIL CHINA FRANCE GERMANY INDIA U.K. U.S.Energy use +4 +2 +14 +9 +13 +1 +3 +1Chemicals, toxics and +5 +3 +5 +6 +7 +4 +1 +6heavy metalsBiodiversity loss +1 +3 +2 0 -1 0 +2 0Ocean pollution and +3 0 +1 0 -2 0 0 +1overfishingWaste management -2 +2 +3 -1 -1 +2 0 -3Deforestation -4 +2 +2 -4 -4 -5 0 -1Water issues -8 +1 -3 -3 -1 0 +1 -2Air pollution -5 +2 -4 -1 -8 -1 -4 -5Climate change 2 -15 -18 -7 -7 -1 -2 -1
    • 23. GLOBAL OUTLOOKAt least one third of consumers in all countries think it isimportant for companies to be environmentally conscious,but other attributes are more importantCompanies can have different priorities. How important is it to  Most important  2nd most importantyou that a company is the following when choosing to purchasetheir products or services? Showing Very Important AUSTRALIA BRAZIL CHINA FRANCE GERMANY INDIA U.K. U.S.Offers good value 75 71 68 69 73 71 73 74Is reliable 68 87 68 56 63 81 65 72Offers high-quality products or 63 87 68 54 61 78 61 67servicesIs trustworthy 65 53 70 56 57 81 64 67Cares about its customers 57 84 62 51 47 83 55 65Is responsible 52 79 71 45 49 70 46 58Is environmentally conscious 7th 5th 8th 5th 5th 5th 8th 7th 42 74 56 51 51 72 33 38(showing rank)Is green 25 55 61 26 21 60 21 31Is best in its category 24 51 45 26 17 57 21 32Is innovative 20 55 36 21 23 48 18 33Has a strong brand 21 34 31 9 17 43 19 40Local 38 29 12 34 23 14 26 26Is dynamic 12 43 28 18 15 34 10 18Contributes to charities and the 18 48 14 15 21 24 14 21communityIs distinctive 12 43 17 16 14 30 11 18
    • 24. GLOBAL OUTLOOKThe majority of consumers in all countries say it is very orsomewhat important that companies are environmentallyfriendlyWhen you think about what brands to buy, how important is it to youthat a company is environmentally friendly or is a "green" company?  Somewhat or very important  Somewhat or very unimportant  Undecided
    • 25. GLOBAL OUTLOOKThe majority of consumers in developing markets still plan tospend more on green products. Yet, overall the number ofconsumers spending the same grew in all countries.In the next year, do you plan to spend more, less or the same amounton green products and services?  More  Same  Less  Undecided
    • 26. GLOBAL OUTLOOK Cost is the biggest challenge to buying green in developed markets; selection and labeling in developing economies What do you think are the biggest challenges to purchasing  Biggest challenge  2nd most important green products or services? Please select all that apply. AUSTRALIA BRAZIL CHINA FRANCE GERMANY INDIA U.K. U.S.They are too expensive 62 53 41 78 51 43 66 62There is a limitedselection of items from 50 59 56 42 34 63 48 44which to chooseThey are difficult to find(i.e., in specialty storesrather than mainstream 33 55 31 27 27 57 26 23stores)""The green labeling orproduct information isconfusing or not 37 32 56 27 41 33 26 22trustworthyThey are difficult toidentify because they are 34 35 53 31 27 31 28 17poorly labeledThey are of low quality/do not function as well as 14 7 22 7 6 10 10 13traditional products
    • 27. GLOBAL OUTLOOKThe number of consumers citing challenges to buying greenfell in all countriesWhat do you think are the biggest challenges to purchasinggreen products or services? Please select all that apply.Showing difference between 2011 and 2010 AUSTRALIA BRAZIL CHINA FRANCE GERMANY INDIA U.K. U.S.The green labeling orproduct information isconfusing or not -7 -6 -13 -6 -1 -11 -6 -4trustworthyThey are difficult to find(i.e., in specialty storesrather than mainstream -6 -8 -9 -6 -2 -9 -4 -6stores)There is a limitedselection of items from -7 -8 -12 -3 0 -9 -6 -2which to chooseThey are difficult toidentify because they -7 -7 -5 -6 -4 -9 -2 -6are poorly labeledThey are too expensive -7 0 -2 0 -7 -3 -5 -5They are of low quality/ donot function as well as -4 +1 -2 -2 -1 -5 -6 -6traditional products
    • 28. GLOBAL OUTLOOKThe majority of consumers in all countries believe greenproducts generally cost more than comparable non-greenproductsGenerally speaking, do you believe that green products costmore or less than comparable non-green products?Showing “Generally cost more” 91 83 84 81 79 74 73 74 AUSTRALIA BRAZIL CHINA FRANCE GERMANY INDIA U.K. U.S. AU BR CN FR DE IN UK US
    • 29. GLOBAL OUTLOOKConsumers in developing countries are more willing to pay agreen price premiumAnd thinking about your on general behavior, how muchmore in percentage terms are you willing to spend on aproduct because it is green?  Not willing to spend more  Up to 10% more  11-20% more  21-30% more  Over 30% more  Undecided
    • 30. GLOBAL OUTLOOKMany consumers use certification marks to determine if aproduct is green, especially in France, Germany and ChinaHow do you decide for yourself that a product is "green‖?Showing ―I look for a specific certification mark‖ 66 64 62 48 48 45 44 27 AUSTRALIA BRAZIL CHINA FRANCE GERMANY INDIA U.K. U.S. AU BR CN FR DE IN UK US
    • 31. GLOBAL OUTLOOKConsumers in developed countries say that packaging has thegreatest impact on their likelihood to purchase green products,while consumers in developing countries cite TV adsWhich of the following do you feel has the greatest impact on  Greatest impact  2nd greatest impactyour likelihood to purchase green products? AUSTRALIA BRAZIL CHINA FRANCE GERMANY INDIA U.K. U.SPackaging 35 38 26 30 30 33 34 29Television ads 24 46 42 19 11 57 25 24Television programs 24 38 43 18 30 41 22 17Word of mouth (i.e. family, friends) 25 37 38 23 21 40 20 27Newspaper articles 19 25 26 18 22 45 17 11Magazine articles 13 30 19 16 16 30 10 9Brands own website 11 27 28 13 9 28 8 9Newspaper ads 10 22 19 7 6 40 7 8Social networks such as Facebook, Twitter 5 26 34 3 7 27 5 7Magazine ads 7 26 13 11 7 25 6 8Radio 8 15 8 8 8 15 5 4Books 5 9 19 7 6 17 3 4Blogs 4 11 17 3 4 13 3 6Cost 0 0 0 0 0 0 0 1Internet 0 0 0 0 0 0 0 1Third party sources 0 0 0 0 0 0 0 1Consumer reports / Consumer product 0 0 0 0 0 0 0 0testing agencyNews / News websites 0 0 0 0 0 0 0 0
    • 32. GLOBAL OUTLOOKMost consumers, especially in developing countries, trust greenadvertising—however, the French are more skepticalWhich of the following statements do you agree with more?  Advertising about green products helps consumers make more informed purchase decisions and understand the benefits of these projects  There is so much advertising about green products that consumers just tune out  Undecided
    • 33. GLOBAL OUTLOOKConsumers want governments to mandate extended producerresponsibility and greater label clarity with regard to ingredientsand food originNow please take a look at the following list of possible requirements  Most important  2nd most importantyour government could put in place. Please rate each initiative interms of importance. Showing 8-10 on a 1-10 point scale. AUSTRALIA BRAZIL CHINA FRANCE GERMANY INDIA U.K. U.S.Companies must recycle 68 81 68 76 77 71 73 57product packagingDisclosure of all materials and 72 76 75 66 74 73 62 66ingredients in productsLabels that tell where our food 77 76 60 73 74 72 64 61comes fromCompanies must take backproducts, such as electronics, at 62 79 68 76 76 66 68 56the end of their useful lifeGreen product labels that are 65 78 74 67 67 73 62 59easier to understandMore food and product safety 63 74 79 67 69 73 51 61testingLabels that tell theenvironmental impact of the 55 78 70 62 64 72 55 48productLabels that tell the carbon 51 70 59 53 56 68 49 43footprint of the productInformation that explains how a 49 65 58 59 59 59 46 47product was manufactured
    • 34. GLOBAL OUTLOOKDeveloping countries and Germany say the tech industry isdoing the best job protecting the environment. Leadingindustries vary in developed countries.Which of the following private industries is doing the best job of  Best job  2nd best jobhelping to protect the environment? AUSTRALIA BRAZIL CHINA FRANCE GERMANY INDIA U.K. U.S.Technology 11 22 33 6 19 22 7 12Energy 20 17 14 13 13 20 17 18Grocery 9 1 2 12 9 7 21 15Household Products 8 13 7 5 5 8 4 9Personal Care 3 20 5 7 2 8 2 2Automobile 5 3 3 7 7 4 10 9Retail 2 2 4 17 7 3 5 1Packaged Foods andBeverage 3 5 3 5 5 6 7 6Hotels/Hospitality 2 4 5 2 2 9 2 2Mobile service provider 1 1 13 1 1 4 1 1Quick ServiceRestaurants 1 1 3 1 1 1 0 1(Fast Food)
    • 35. GLOBAL OUTLOOK Consumers in developed countries purchase green grocery and household products; in developing countries consumers also buy green personal care and food and beverage products What types of ―green‖ products or services have you  Largest number of customers purchased in the last year? Please select all that apply  2nd largest number of customers AUSTRALIA BRAZIL CHINA FRANCE GERMANY INDIA U.K. U.S.Household Products 54 61 48 54 45 57 45 49Grocery 57 30 25 59 65 53 62 53Personal Care 34 60 51 44 37 52 31 35Packaged Foods andBeverage 29 43 54 33 40 44 38 31Retail 21 23 40 32 29 28 21 16Energy 32 28 32 15 21 28 20 24Technology 16 34 39 9 16 30 13 14Quick ServiceRestaurants (Fast 10 19 33 7 9 18 6 12Food)Mobile providerservice 6 9 33 3 4 25 4 5Hotels/Hospitality 7 10 21 4 5 22 5 7Automobile 7 11 13 6 6 16 6 6
    • 36. GLOBAL OUTLOOKConsumers plan to buy more green auto, tech and energy sectorproducts in the coming year Showing difference between ―What types of  Poised for green growth – Greatest difference between the number of ―green‖ products or services do you intend to consumers who say they have purchased green products compared with those purchase this year? Please select all that apply‖ who say they intend to purchase green products in the category and ―What types of "green" products or services have you purchased in the last year? Please  Decline in green sales – Greatest decline between the number of consumers select all that apply.‖ who say they have purchased green products compared with those who say they intend to purchase green products in the category AUSTRALIA BRAZIL CHINA FRANCE GERMANY INDIA U.K. U.S.Automobile +3 +14 +15 +3 +2 +12 +2 +6Technology +3 +10 +7 +7 +3 +7 +4 +8Energy +3 +8 +10 +2 +9 +5 +4 +3Retail +2 +7 +8 -1 +1 +8 +2 +6Mobile provider service +1 +7 +6 +2 +1 +5 +2 +3Hotels/Hospitality +1 +8 +5 +2 +2 +3 +1 +1Quick ServiceRestaurants (Fast Food) +2 +5 +4 -1 -1 +6 +1 +3Personal Care 0 -2 +4 -1 0 -1 0 +2Packaged Foods andBeverage +1 0 -2 +1 -3 -2 -2 +2Grocery -3 +4 +7 -5 -8 -3 -8 -1Household Products -4 -5 +9 -7 -6 -2 -3 -4
    • 37. TOP GREEN BRANDS BY COUNTRY 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." AUSTRALIA BRAZIL CHINA FRANCE1 Subway 1 Natura Cosméticos 1 Haier 1 Yves Rocher2 Toyota 2 O Boticário 2 Gree 2 L’Occitane en Provence3 ALDI 3 Ipê 3 Microsoft 3 Veolia Environnement4 IKEA 4 Unilever 4 Mengniu 4 Belambra Clubs (VVF)5 Woolworth’s 5 Nestlé 5 Volkswagen 5 IKEA6 Apple 6 Petrobras 6 Shangri-La 6 Decathalon7 Dove 7 Bombril 7 Tsingtao 7 Danone8 IGA 8 Johnson & Johnson 8 Yili 8 NIVEA9 Kimberly Clark 9 Avon 9 Lenovo 9 Suez Environnement10 Coles 10 Hering 10 Suning 10 Leclerc
    • 38. TOP GREEN BRANDS BY COUNTRY 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." GERMANY INDIA U.K. U.S.1 Alnatura 1 Amul 1 The Body Shop 1 Seventh Generation2 LichtBlick 2 Dabur 2 Innocent 2 Whole Foods Market3 Frosch (Erdal Rex) 3 Infosys 3 The Co-operative 3 Tom’s of Maine4 Tegut 4 Taj Hotels and Palaces 4 Marks & Spencer 4 Burt’s Bees5 Edeka 5 Britannia 5 IKEA 5 Trader Joe’s6 NORDSEE 6 Suzlon 6 Dove 6 Walt DIsney7 REWE 7 Hindustan Unilever 7 Sainsbury’s 7 SC Johnson8 Dr. Oetker 8 Wipro 8 Waitrose 8 Dove9 Volkswagen 9 Maruti Suzuki 9 Fairy 9 Apple10 Henkel 10 Godrej Consumer Products 10 Morrisons 10 Microsoft, Starbucks (TIE)
    • 39. About Us
    • 40. ABOUT USAnnie LongsworthCOHN & WOLFE(415) 365-8521annie.longsworth@cohnwolfe.comCohn & Wolfe is a strategic public relations agency dedicated to creating,building and protecting the world’s most prolific brands. With officesaround the world, the agency is committed to breaking new ground in thedelivery of cross-channel media strategies, creative programming, andpractice area excellence.Cohn & Wolfe is recognized year after year by clients and the industry forexcellence in creativity, client service, digital communications, mediastrategy, senior management and strategic counsel. Cohn & Wolfe alsoconsistently ranks among the top ―Best Agencies to Work For‖ in anannual, 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.
    • 41. ABOUT USAmy LongsworthESTY ENVIRONMENTAL PARTNERS(202) 365-6638amy@estyep.comEsty Environmental Partners (EEP) is a managementconsultancy working with corporate clients to build high-impact environmental strategies that create sustainablebusiness value. EEP serves a range ofcompanies, from Fortune 500 to small business, in diverseindustries including apparel, financial services, industrial,and consumer packaged goods. EEP clients areexecutives whose responsibilities include corporateenvironmental affairs and sustainability, product linemanagement, facilities management, and the highest levelsof company or division general management. They engageEEP’s team of experienced environmental and businessprofessionals to help them build core capabilities, innovate,and differentiate their companies through environmentalstrategy. To learn more, please visit www.EstyEP.com.
    • 42. ABOUT USRuss MeyerLANDOR(415) 365-3866russ.meyer@landor.comLandor Associates is one of the world’s leading strategic brand consultingand design firms. Founded by Walter Landor in 1941, Landor pioneeredmany of the research, design, and consulting methods that are nowstandard in the branding industry. Partnering with clients, Landor drivesbusiness transformation and performance by creating brands that aremore 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 breadthof branding services, including brand research and valuation, brandpositioning and architecture, naming and writing, corporate identity andconsumer packaging design, branded experience, brand equitymanagement, brand engagement, and digital branding.
    • 43. ABOUT USRuss MeyerLANDOR(415) 365-3866russ.meyer@landor.comWith 21 offices in 16 countries, Landor’s current and past clients includesome of the world’s most powerful brands, including BlackBerry, Citi, theCouncil 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 worlds largest marketing and communications firms.For more information, please visit landor.com.
    • 44. ABOUT USDave HughesPENN SCHOEN BERLAND(619) 709-4043dhughes@ps-b.comPenn Schoen Berland is a global research-based consultancy thatspecializes in messaging and communications strategy for blue-chippolitical, corporate and entertainment clients. PSB has over 30 years ofexperience leveraging unique insights about public opinion to provideclients with a competitive advantage. PSB executes polling and messagetesting services for Fortune 100 corporations and have helped elect morethan 30 presidents and prime ministers around the world. Penn SchoenBerland is a part of Young & Rubicam Brands, a subsidiary of WPP, oneof the world’s leading communications services networks. Moreinformation is available at www.psbresearch.com.

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