2011 Global ImagePower Green Brands Survey by Penn Schoen Berland


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2011 global ImagePower green brands survey by Penn Schoen Berland (PSB) reveals that despite economic concerns, consumers say they will spend more on green products in the coming year. Within the top ten U.S. brands, some emphasize green products and others focus on green corporate action. Worldwide, consumers identify television and the Internet as their primary sources of information for environmental issues

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2011 Global ImagePower Green Brands Survey by Penn Schoen Berland

  1. 1. Green Brands,Global Insight2011 presented by:
  2. 2. © 2011 Landor Associates.All rights reserved.Landor Associates is one of the world’sleading strategic brand consulting anddesign firms. Landor is part of WPP, oneof the largest global communicationsservices companies. Visit us at landor.com. This brochure was produced by an FSC (Forest Stewardship Council) Chain of Custodysupplier with Green-e certification andmembership in the EPA Green Power FPOPartners Leadership Club. It was printedwith the use of 100% renewable windenergy credits and soy based ink. It isprinted on Green Seal certified paper,which is manufactured entirely with windenergy, contains 100% post-consumerrecycled fiber, and is process chlorinefree.
  3. 3. Green Brands,Global InsightFindings from the2011 ImagePowerGreen Brands Survey Since 2006, Cohn Wolfe, Landor Associates, Globally, consumers report that it is Whoever Wrote This is a person in a and Penn, Schoen Berland Associates have important for companies to be green. certain office at a company. partnered to survey consumers on their perceptions of the rapidly evolving “green” At least 77 percent of consumers in all seven There might be some more information space. countries say it is somewhat or very important that we want to say about who helped for a company to be green. But while many write this, and all the data collected. This year’s Green Brands Survey is the largest: environmental beliefs and behaviors are shared FPO Maybe about the survey in general too. Over 5,000 people in seven countries (Brazil, across different consumer cultures, others vary China, France, Germany, India, the U.K. and widely. For example, consumers in Brazil, China, U.S.) participated. This year we also collabo- and India report being more inclined to seek out rated with Esty Environmental Partners, a green products and to favor companies they corporate environmental strategy consulting consider green, while their counterparts in firm, to develop the survey. France, Germany, the U.S., and U.K. are less inclined to do so. Key findings of the 2009 survey include: Despite economic concerns, consumers say• Globally, consumers report that it is important they will spend more on green products in for companies to be green the coming year.• Despite economic concerns, consumers say they will spend more on green products in the Although most consumers are more concerned coming year about the economy than the environment, India• Consumers trust a variety of sources to inform and Brazil are the only two of the seven their green purchase decisions countries in which consumers express more• No company has established itself as a concern for the environment. In the U.S., 77 dominant global green brand, but many are percent of consumers communicated deeper recognized in specific markets concern for the economy than the environment,• Consumers expect companies to take which is unchanged from 2008. Meanwhile, comprehensive environmental action China, India, and Brazil showed significant
  4. 4. Within the top ten U.S. brands,some emphasize green products andothers focus on green corporate action. FPO 1 3 5 7 9      2 4 6 8 10support for additional spend: 73 percent of “As consumer demand for information and The growing value of a comprehensive approachChinese consumers say they will spend more, 78 knowledge on green increases, brands also to environmental strategy is reflected in apercent of Indians say they’ll spend more, and need to become more sophisticated about company’s performance on brand attributes.73 percent of Brazilians plan to increase their how they communicate their company andgreen spend in the next year. products,” according to Annie Longsworth, “This year’s findings in both developed and sustainability practice leader for Cohn Wolfe. developing countries reinforce consumers’“With the global climate change discussion “Transparency is critical, as are credible desires to be green by using products that are focused on what the major new economic spokespeople and authenticity, which can be green,” says Russ Meyer, chief strategy officer powerhouses like China, India, and Brazil are demonstrated through product labeling and of Landor Associates. “However, we’re also willing to do to control their emissions, those ingredient disclosure, among other strategies.” beginning to see a strong positive correlation three countries stood out in our research as between greenness and more traditional brand more interested in buying from environmentally No company has established itself as attributes like honesty and trustworthiness. This friendly companies and more willing to spend a dominant global green brand, but many creates an incentive for global brands faced on green products,” says Scott Siff, executive are recognized in specific markets. In order with the challenge of expanding the reach of vice president of Penn, Schoen Berland to gauge which companies are communicating preexisting products while introducing green Associates. “From a political perspective, this their green initiatives or values most effectively, ones, as the presence of one attribute can have turns the assumptions about those countries on the survey asked participants in each country to a halo effect on others.” ■ FPO their heads, and from a business perspective it rate a predetermined set of brands. says the market for green branding and green products may be even bigger than generally The results provide insight into the categories of thought.”   most importance to consumers in each country. Interestingly, very few countries identified theConsumers trust a variety of sources to same categories as the greenest, althoughinform their green purchase decisions. personal care was in the top three for allWorldwide, consumers identify television countries except China.and the Internet as their primary sourcesof information for environmental issues. And Consumers expect companies to takerespondents—especially those in developing comprehensive environmental action.countries—say that they trust advertising to The survey also indicates that consumers haveinform them about green products. clear ideas about the steps that companies should take to be viewed as green.Internationally, consumer purchase decisionsare influenced by various divergent factors: “Reducing toxins leads the list of consumerConsumers in France, Germany, and India priorities; the data also show that the publicare influenced by past experiences with holds companies accountable for gooda product, while recommendations from environmental behavior across the board,”friends are effective in the U.S. and China, says Dan Esty, chairman of Esty Environmentaland editorial content is most persuasive in Partners. “Consumers expect companies tothe U.K. and Brazil. All countries agree that recycle, use energy efficiently, reduce packaging,intellectuals (professors, writers) or activists are and pursue green innovation. To gain loyalty, athe most credible spokespeople for environmen- company’s environmental strategy must betal change. comprehensive.”
  5. 5. Green Brands 2011 RGB Values 0, 82, 136 90, 135, 197 245, 160, 26 117, 117, 117 AustrALIA brAZIL chInA FrAnce 1 Subway Natura 微软 Yves Rocher2 Toyota O Boticário 苹果 LOccitane3 ALDI Ipê 华为 Veolia4 IKEA Unilever 宏达 Belambra (VVF)5 Woolworths Nestlé 联想 Ikea6 Apple Petrobras 格力 Decathlon 7 Dove Bombril TCL Danone8 IGA Johnson Johnson 大宝 Nivea9 Kimberly Clark Avon 屈臣氏 Suez Environnement10 Coles Hering 霸王 Leclerc germAny IndIA u.K. u.s. 1 Alnatura Amul Body Shop Seventh Generation2 LichtBlick Dabur Innocent Whole Foods Market3 Frosch (Erdal Rex) Infosys Co-Op Tom’s of Maine4 Tegut Taj Hotels Resorts and Palaces Marks Spencer Burt’s Bees5 Edeka Britannia IKEA Trader Joe’s6 Nordsee Suzlon Dove Walt Disney 7 Rewe Hindustan Unilever Sainsburys SC Johnson8 Dr. Oetker Wipro Waitrose Dove9 Volkswagen Maruti Suzuki Fairy Apple10 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.
  6. 6. Something about the U.S. data being trackedover the last five years, and the post-recessionlevels of consumer opinion.Do you think the state of theenvironment in this country isheaded in the right direction,or is it on the wrong track?■ Right Direction ■ Wrong track ■ Undecided
  7. 7. In the next year, do you plan to spend more, less, or thesame amount on “green” products and services?■ Spend more ■ Spend less ■ Spend the same ■ UndecidedHow important is it to you thata company is environmentallyfriendly or is a “green” company? 9% 17% 15%■ Very important■ Somewhat important■ Somewhat unimportant■ Very unimportant■ Undecided 56%
  8. 8. The global data would go here. we need to pick the questions.     .. .. 29% 29% 22% 17% 34% 41% 6% 62% 1% 70% 53% 63% 53% 43% 8% 70% 77% 4% 8% 6% 4%■ Environment ■ Economy ■ UndecidedWhen you about what brands to buy, think    .. ..how important is it that a company is green? 34% 29% 41% 22% 17% 29% 6%     43% .. 8% .. 1% 53% 8% 63% 70% 77%62% 4% 70% 53% 5% 3% 6% 1% 9% 3% 1%4% 4% 6% 20% 19% 15% 16% 23% 13% 54% 39% 45% 52% 41% 48% 58% 40%■ Environment ■ Economy ■ Undecided 57% 62% 54%■ Very Important  ■ Somewhat Important ■ Somewhat Unimportant  Unimportant   ■ Very .. .. FPO 22% 17% 34% 29% 29% 41% 6%What do you think about advertising for green products? 62% 1% 70% 53% 8% 63% 53% 43% 8% 70% 77% 4%  6%    4% .. ..■ Environment ■ Economy ■ Undecided 5% 18% 15% 5% 27% 25% 2% 36% 4% 46% 43% 49% 81% 60% 62% 13% 13% 90% 80% 11% 15%■ “Advertising about green products helps ■ “There is so much advertising about green ■ Undecided consumers make informed purchase decisions products that it makes consumers tune out” and understand the benefits of these products”In the next year, do you plan to spend more, less,or the same amount on green products or services?     .. .. 3% 6% 10% 6% 5% 6% 7% 16% 19% 32% 13% 30% 73% 8% 73% 2% 41% 38% 47% 78% 4% 49% 39% 37% 15% 15% 18% 11%■ Spend More ■ Spend Less ■ Spend the Same ■ Undecided
  9. 9. Webcast/Video Info BiographiesRectisint quos moderator Marc Gunther, Contributing Editor, FORTUNEmodipsuntem facere, sinti nost, cuptat aut pos doluptatemaliquam que si ut enis et, nonsequ issunte ctiust que dolo volupta- Marc Gunther is a veteran journalist, speaker,qui dus aut alicit oditis eictiorem. Ga. Itate pre, suntus id magnis et writer and consultant whose focus is businessquuntotat etur sapit, nullates aces re pel ipsam ex esci sit, sinvel- and sustainability. Marc is a contributing editorlaut optae none dis sit, simaxim ne dollant eture dolores at FORTUNE magazine, a senior writer atectotaquia nis deratus et, conecta essitae peroviducil imagnimus, Greenbiz.com, a lead blogger at The Energy Collective and avoluptur sitam faccatu sciatiur? Qui occae name et litatiur, sandae- contributor to HOW online. He’s also a husband and father, a loverssit f of the outdoors and a marathon runner. Marc is the author orEvent URL? L.COM URL? 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 PANELIST Natural Resources Defense Council and Sony Corp. of America. FPO Amy Longsworth, Partner, Esty Environmental Partners PANELIST Amy Longsworth is a partner at Esty Annie Longsworth, President, SF, Environmental Partners, the strategy consult- Global Sustainability Practice Leader, ing group specializing in environmental Cohn Wolfe sustainability, where she heads theWashington DC office. She has advised global clients across Annie Longsworth joined Cohn Wolfe in 2002multiple industries, including beverage, personal care, apparel, and has helped establish the office in one ofand grocery. Amy leads the firm’s thinking on effective sustainabil- the world’s most influential business regions— FPOity marketing, positioning, and communications, and has helped one that has spawned both the technology and green revolutions.drive the work of the Sustainability Innovators Working Group to Annie is the senior counselor to Tom’s of Maine, Wellcore andbuild best practice management tools for sustainability strategy Landor Associates. In March 2007, Annie launched a globaland execution. She has more than 20 years of experience in Sustainability practice devoted to communication strategies aroundenvironmental strategy from both the NGO and business perspec- the topics of sustainability, alternative energy and environmentaltive. She was formerly Vice President for Corporate Programs at strategy. She is actively engaged as the communications partner forThe Nature Conservancy and holds a B.A. from Wesleyan and an sustainability programs with clients including Valvoline, Panasonic,M.B.A. from Harvard. 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 wasPANELISTMark Penn, CEO Worldwide, Burson-Marsteller CEO, Penn Schoen Berland PANELIST Russ Meyer, Chief Strategy Officer, Mark Penn is worldwide President and CEO Landor Associates of Burson-Marsteller, a leading global public relations and public affairs agency, and CEO As the chief strategy officer for Landor of Penn Schoen Berland, a strategic research Associates, Russ Meyer has led teams firm. He has served as a senior adviser to and assisted in solving branding strategy corporate leaders like Bill Gates, Steve Ballmer and identity problems for clients such asand Bill Ford, and helped to elect over 25 leaders around the world, Andersen Consulting, Barclays Bank, Disney, DreamWorks, Hewlett-including serving as senior adviser to President Bill Clinton, Packard, Intel, Microsoft, PepsiCo, and Procter Gamble. InSecretary of State Hillary Rodham Clinton and UK Prime Minister addition, Russ has leveraged Landor’s expertise in mergers andTony Blair. His client relationships include Ford Motor Company, acquisitions assisting in the brand strategy and identity creation forMerck, Verizon, BP, McDonald’s and Microsoft. Mark is also author high-profile mergers. He is the co-author of Beyond the Fourth Wall:of the best-selling book “Microtrends”. Mark received an A.B. from Marketing for Non-Profit Theaters. Russ holds a BA from theHarvard University where he also served as City Editor of the University of Minnesota, an MFA in design from NorthwesternHarvard Crimson. University, and an MA in management from the J.L. Kellogg Graduate School of Management.
  10. 10. The 2011 ImagePower Green Brands Survey was sponsored by:Cohn Wolfe (CW) is a strategic public relations agency dedicated tocreating, building and protecting the world’s most prolific brands. Withoffices around the world, the agency is committed to breaking newground in the delivery of cross-channel media strategies, creativeprogramming, and practice area excellence. CW is recognized year afteryear by clients and the industry for excellence in creativity, client service,digital communications, media strategy, senior management andstrategic counsel. CW is a member of the Young Rubicam Brandsnetwork within WPP, a world leader in advertising and marketing services.For more information, visit cohnwolfe.comEsty Environmental Partners (EEP) is a management consultancyworking with corporate clients to build high-impact environmentalstrategies that create sustainable business value. EEP serves a range ofcompanies, from Fortune 500 to small business, in diverse industriesincluding apparel, financial services, industrial, and consumer packagedgoods. EEP clients are executives whose responsibilities includecorporate environmental affairs and sustainability, product linemanagement, facilities management, and the highest levels of companyor division general management. They engage EEP’s team ofexperienced environmental and business professionals to help thembuild core capabilities, innovate, and differentiate their companiesthrough environmental strategy. To learn more, please visit estyep.com.Landor Associates is one of the world’s leading strategic brandconsulting 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 andperformance 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, includingbrand positioning and architecture, naming and writing, corporateidentity and consumer packaging design, branded experience, brandengagement, and digital branding. Landor is a member of the Young Rubicam Brands network within WPP, a world leader in advertising andmarketing services. For more information, please visit landor.com.Penn Schoen Berland (PSB) 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, one ofthe world’s leading communications services networks. More informationis available at psbresearch.com.