BACKGROUNDFor the past seven years, the ImagePower®Green Brands Survey has analyzedconsumer perceptions of green productsand corporate brands.WPP companies Cohn & Wolfe, LandorAssociates, and Penn Schoen Berland,in partnership with corporate environmentalstrategy consultancy, Esty EnvironmentalPartners, conducted the researchand analysis.
BACKGROUNDThe 2011 survey is the largest ever—withover 9,000 people in eight countries.This deck presents top-line U.S findings andtrends. However, it only begins to tell thestory—to learn more please contact us.
U.S. KEY FINDINGSThe Green BrandsSurvey answersseveral importantquestions…
U.S. KEY FINDINGSDo U.S. consumers care about environmentalsustainability when they choose a brand,product or service?How have U.S. consumers’ perceptions of“green” changed from previous years?What consumer perception challenges mustcompanies overcome in the green space?Do consumer perceptions of how differentindustries address sustainability vary?
U.S. KEY FINDINGSHow do consumers expect corporationsand the government to addresssustainability challenges?What type of green information docustomers look for?What brands do consumers think aregreen and why?
U.S. KEY FINDINGSCompanies built around meetingenvironmental needs top the 2011green brands list.The top green brands have made sustainabilityfundamental to their branding.They also sell “in me” and “on me” products.
U.S. KEY FINDINGSConcern about the state of the environment hasrebounded to pre-recession levels and consumerswant to buy green, but price remains a hurdle.More than 50% of consumers think the environmentis on the wrong track—more than in the previoustwo years.73% say it is important to buy from green companies.Price perception remains a challenge; 62% ofconsumers see cost as the biggest barrier tobuying green products.65% believe green products cost over 10% more,but only 22% are willing to pay that premium.
U.S. KEY FINDINGSConsumers are most likely to buygreen personal care, grocery andhousehold products.Consumers say they plan to buy moregreen technology, retail and automotiveproducts in the coming year.
U.S. Detailed Data andTop 10 Green Brands List
U.S. DETAILED DATA AND TOP 10 GREEN BRANDS LIST Companies built around meeting environmental needs lead the pack; more broad-based brands follow. 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."1 Seventh Generation 6 Walt Disney2 Whole Foods Market 7 SC Johnson3 Tom’s of Maine 8 Dove4 Burt’s Bees 9 Apple5 Trader Joe’s 10 Microsoft, Starbucks (TIE)
U.S. DETAILED DATA AND TOP 10 GREEN BRANDS LIST What makes a green brand? Consumers cite green products, corporate actions, and values. You said that you consider (BRAND) to be one of the greenest brands weve asked you about. Why? “They are very forthcoming in their work to keep environmental impact to a1 Seventh Generation minimum in their products and in their company” “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 carbon2 Whole Foods Market footprints of their products in terms of purchasing local or regional foods, and that they emphasize recycling, minimization of energy consumption, etc.” “Their products are all natural and their packaging is made from recycled materials.3 Tom’s of Maine They also use sustainable practices in their business.” “Because all of their products are natural and organic. They care about the4 Burt’s Bees environment which is reflected in their packaging and products.” “They are concerned about their suppliers being green, they are always advertising5 Trader Joe’s sustainable products and they really seem to care”
U.S. DETAILED DATA AND TOP 10 GREEN BRANDS LISTVarying parent-subsidiary relativegreen rankings reflect differentbranding approaches. PARENT SUBSIDIARY Colgate-Palmolive Tom’s of Maine Clorox Burt’s Bees Unilever Dove Johnson & Johnson Aveeno Procter & Gamble Olayn Brand ranked higher than parent/subsidiary based on percentageof respondents who chose 8-10 on a 1-10 point scale, where 10means the brand is more "green."
U.S. DETAILED DATA AND TOP 10 GREEN BRANDS LISTMany top 20 green brands are in personalcare, grocery, and household productsindustries. Industry Ranking 1 2 3 4 5 6 Johnson & Colgate-PERSONAL CARE Tom’s of Maine Burt’s Bees Dove Aveeno Johnson PalmoliveGROCERY Whole Foods Trader Joe’s Safeway PublixHOUSEHOLD SeventhPRODUCTS SC Johnson P&G GenerationRETAIL IKEA Walmart TargetTECH Apple MicrosoftAUTO ToyotaHOTELS &HOSPITALITY Walt DisneyPACKAGED FOOD& BEVERAGE NestleQUICK SERVICERESTAURANTS StarbucksENERGYMOBILE SERVICEPROVIDER
U.S. DETAILED DATA AND TOP 10 GREEN BRANDS LISTConsumers are also most likely to buygreen grocery, household, and personalcare products. Tech, retail, and auto arepoised to grow. What types of "green" products or services do you intend to Industry poised for growth - Greatest purchase this year? Please select all that apply. difference between “have purchased” and “intend to purchase” What types of "green" products or services have you purchased in the last year? Please select all that apply. 53% Grocery 53 45 Household Products 49 37 Personal Care 35 33 Packaged Foods and Beverage 31 27 Energy 24 22 Retail 16 22 Technology 14 15 Quick Service Restaurants (Fast Food) 12 8 Hotels/Hospitality 7 12 Automotive 6 8 Mobile provider service 5
U.S. DETAILED DATA AND TOP 10 GREEN BRANDS LIST73% of US consumers say it is very orsomewhat important to buy from greencompanies, approximately same numberas the past three years.When you think about what brands to buy, howimportant is it to you that a company is environmentallyfriendly or is a "green" company? 2009 2010 2011n Very important n Somewhat important n Somewhat unimportant n Very unimportant n Undecided
U.S. DETAILED DATA AND TOP 10 GREEN BRANDS LISTHowever, other attributes aremore important.Companies can have different priorities. How important is it to youthat a company is the following when choosing to purchase theirproducts or services? Shows % ranking “very important” Offers good value 74% Is responsible 71 Is reliable 71 Offers high-quality products or services 66 Is trustworthy 66 Cares about its customers 65 Has a strong brand 40 Is environmentally conscious 38 Is innovative 33 Is best in its category 33 Is green 31 Local 25 Contributes to charities and the community 21 Is distinctive 19 Is dynamic 18
U.S. DETAILED DATA AND TOP 10 GREEN BRANDS LISTThere is a positive correlation betweengreen and key brand attributes except value—the most important trait.Below is a list of phrases which could be used to describe (BRAND). How “green” would you consider this brand to be?Please indicate how well you feel each describes (BRAND). Analyzed % of respondents who chose 8-10 onAnalyzed % of respondents who chose “completely or a 1-10 point scale, where 10 means the brandsomewhat describes.” is more "green."TOP 6 BRAND ATTRIBUTES SIGNIFICANT POSITIVE CORRELATION WITH GREEN1. Offers good value x2. Is responsible ü 2. Is reliable ü 4. Offers high-quality products or services ü 4. Is trustworthy ü 6. Cares about customers ü
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. What do you think are the biggest challenges to purchasing green products or services? Please select all that apply. They are too expensive 62% There is a limited selection of items from which to choose 44 They are difficult to find (i.e., in specialty stores rather than 23 mainstream stores)The green labeling or product information is confusing or not 22 trustworthyThey are difficult to identify because they are poorly labeled 17They are of low quality/ do not function as well as traditional 13 products Dont Know / No Response 10 The idea of green products is not important to me 4
U.S. DETAILED DATA AND TOP 10 GREEN BRANDS LISTMost consumers believe green productscost more, but few are willing to paya premium.How much more do you think And how much more are yougreen products cost than willing to spend on a productcomparable non-green products? 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
U.S. DETAILED DATA AND TOP 10 GREEN BRANDS LISTConsumers want more information aboutingredients, safety testing, sources offood, and clearer green labeling. 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 . Disclosure of all materialsoand aterials and ingredients in products Disclosure f all m ingredients in products 66 Labels that tell where our afood comes tfrom More food nd product safety es5ng 61 More food and productosafetyomes from Labels that tell where ur food c testing 61 Green product labels that are easier to understand Green product labels that are easier to understand 60 Companies must recycleust recycle product packaging Companies m product packaging 58 Companies must take back products—such asCompanies must take back products, such as electronics, at the end of their useful life 57 electronics—at the end of their useful life Labels that tell theLabels that tell the environmental impact of tproduct environmental impact of the he product 48 Information that explains a product was manufactured Informa5on that explains how how a product was 47 manufactured Labels that tell the carbon the carbon footprint of tproduct Labels that tell footprint of the he product 43
U.S. DETAILED DATA AND TOP 10 GREEN BRANDS LISTConsumers look for a certification mark totell if a product is green.How do you decide for yourself that a product is "green"? I look for lookpeciﬁc cer5ﬁca5on mark I a s for a specific certification mark 45% (like Green Seal or USDA Certified Organic) Based on the packaging Based on the packaging 15 From what I read Iaread aboutnd/or From what bout it a it and/or 12 hear about it in the media Based on adver5sements Based on advertisements 6 Company website/ reputa5on Company website/ reputation 4 It just sjust seems "green" It eems "green" 2 Based on the the name Based on name 2Based on what my friends/ family tell telle Based on what my friends/ family m me 2 It is a green color It is a green color 1
U.S. DETAILED DATA AND TOP 10 GREEN BRANDS LISTMost consumers trust advertising toinform them about green productsWhich of the following statements do youagree 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.
U.S. DETAILED DATA AND TOP 10 GREEN BRANDS LISTThe percentage of consumers who thinkthe environment is on the right track is ata three year lowDo you think the state of the environment in this country isheaded in the right direction or is it on the wrong track?n Wrong direction n Right track n Undecided
U.S. DETAILED DATA AND TOP 10 GREEN BRANDS LIST45% of consumers say that the privatesector should support green innovation If you were to choose one, which would you choose to support green innovation? n The private sector n The government
U.S. DETAILED DATA AND TOP 10 GREEN BRANDS LIST74% of respondents think the governmentshould support more green innovationDo you think your government shouldsupport more or less green innovationthan it does now? n Much more n Somewhat more n Somewhat less n Much less n Undecided
ABOUT USAnnie LongsworthCOHN & WOLFE(415) email@example.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.
ABOUT USAmy LongsworthESTY ENVIRONMENTAL PARTNERS(202) firstname.lastname@example.orgEsty Environmental Partners (EEP) is a managementconsultancy working with corporate clients to build high-impact environmental strategies that create sustainablebusiness value. EEP serves a range of companies, fromFortune 500 to small business, in diverse industriesincluding apparel, financial services, industrial, andconsumer packaged goods. EEP clients are executiveswhose responsibilities include corporate environmentalaffairs and sustainability, product line management, facilitiesmanagement, and the highest levels of company or divisiongeneral management. They engage EEP’s team ofexperienced environmental and business professionals tohelp them build core capabilities, innovate, and differentiatetheir companies through environmental strategy. To learnmore, please visit www.EstyEP.com.
ABOUT USRuss MeyerLANDOR(415) email@example.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.
ABOUT USRuss MeyerLANDOR(415) firstname.lastname@example.orgWith 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.
ABOUT USDave HughesPENN SCHOEN BERLAND(619) email@example.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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