2009 ImagePower Green Brands Survey - Annie Longsworth

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Join in on this revealing presentation focused on empowering companies to gain revenue and customer trust through sustainable branding. See how big names of various industries have capitalized on …

Join in on this revealing presentation focused on empowering companies to gain revenue and customer trust through sustainable branding. See how big names of various industries have capitalized on sustainability by following through with their green image and promises.

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  • WPP companies plus Esty Environmental Partners Fifth round of research
  • Understand the general population’s perceptions of the environment and environmental issues Test ed [a contained ] group s of brands within [ specific categories ] industries to gauge brand environmental leadership [ Evaluate people’s perceptions of how brands rate in terms of environmental attributes ] Research Methodology Methodology 1521 online interviews in the US from May 17-20, 2008 Margin of Error Overall, the margin of error is +/- 2.5%, and greater for subgroups Audience US general population 18+
  • People are clearly more concerned about the economy than they are about the environment. The levels of concern are unchanged from last year. We know that this is an almost incredible set of numbers, given the difference in the state of the economy. We believe it indicates that although economic concerns have risen, so have environmental concerns.
  • Consumers remain highly concerned about and aware of environmental health as an issue (36).  This year, perhaps as the result of the Presidential election, they are also more optimistic that things are going in the right direction (4).  They have a surprisingly high degree of trust in corporations to take actions to protect the environment (7), and 76% of people say are prepared to spend the same or more on green products in the coming year.  Against this backdrop, companies have a receptive marketplace for building green brands, despite the economic slowdown . 
  • Companies shouldn’t expect significant increases in green spending next year, as only 39% of consumers are planning on spending more . [Note: 39% seems like a lot to me!]
  • Use bars # 1, 3, 5, 7 Green is a clear way to put the “meaning” into product purchases. If you can tell the story credibly and especially if that story includes price parity, you have a strong platform for a green brand.
  • Three out of four people say it is important to them that the brands they purchase are green. 77% of consumers say it’s important to buy environmentally friendly brands What is the difference between those two points?
  • The company that develops a simple, clear rating system for its industry category - play a leading role in its adoption - will gain both early mover advantage and a leadership reputation.
  • Explanation of the process – greenest brands among those we tested in 10 categories Rise of the packaged goods companies
  • Potential competitive advantage, even if you don’t have an entirely green company, from a consumer POV Risks and pitfalls: But for many other stakeholders – including more sophisticated consumers -- such a move could lead to greater scrutiny of your core corporate environmental activities, and you need to be able to show that you have thought through your strategy and are “on the path.”
  • NGOs and individuals are seen as most trustworthy to take concrete steps to protect the environment. People are split on the role of companies THIS IS A BIG OPPORTUNITY (DO WE KNOW HOW IT COMPARED TO LAST YEAR?)
  • Consumers trust corporations as trustworthy on the environment to a large degree (7), but they also look to third party validation of corporate reputation and green products.  Companies need to think broadly about developing their green reputations, including cultivating key relationships with credible outsiders.   Partnering with an environmental NGO continues to be a strategy for building corporate credibility (7).  Likewise, intellectuals, such as professors or authors, are perceived as the most credible spokespeople to lead environmental change (8).  Such people can effectively serve on Environmental Affairs Boards. YOU MUST EMPHASIZE THAT THIS IS BUT ONE ELEMENT IN A CAREFULLY THOUGHT-THROUGH, COMPREHENSIVE STRATEGY – don’t make it sound as though this is the simple answer to a green strategy. This is more like one tiny point of a comprehensive green strategy.
  • The company that develops a simple, clear rating system for its industry category - play a leading role in its adoption - will gain both early mover advantage and a leadership reputation.
  • Consumers are getting smarter, asking more questions, and setting higher expectations for both corporate and brand environmental performance.   “Environmentally conscious” ranked fourth among top corporate attributes (15) in consumers’ minds, behind offers good value, is trustworthy, and cares about its customers.  On the brand front, they’ll look for a specific certification mark at point of sale to tell them the product is green (11).  
  • People want more green information presented quickly and easily.  Rather than feeling overwhelmed with advertising about green products, they feel that it helps them make informed purchase decisions (53).  They want green product labels – and product information of all kinds, especially related to food -- that are easier to understand (49).  The company that can communicate simply and truthfully about green attributes of itself or its products will win with the green-oriented consumer (the majority of consumers).  In doing so, keep in mind that consumers tend to think they are “greener” than their friend or neighbor (9).  Appeal to their desire to be part of the solution and leaders among their peers.
  • Consumers are getting smarter, asking more questions, and setting higher expectations for both corporate and brand environmental performance.   “Environmentally conscious” ranked fourth among top corporate attributes (15) in consumers’ minds, behind offers good value, is trustworthy, and cares about its customers.  On the brand front, they’ll look for a specific certification mark at point of sale to tell them the product is green (11).  
  • “ Environmentally conscious” is fourth most important corporate attribute Behind offers good value, is trustworthy and cares about its customers Consumers are getting smarter, asking more questions, and setting higher expectations for both corporate and brand environmental performance.   “Environmentally conscious” ranked fourth among top corporate attributes (15) in consumers’ minds, behind offers good value, is trustworthy, and cares about its customers.  On the brand front, they’ll look for a specific certification mark at point of sale to tell them the product is green (11).
  • Please stop by our booth and take our survey

Transcript

  • 1. 2009 ImagePower Green Brands Beth Lester- Penn, Schoen & Berland Associates Amy Longsworth- Etsy Environmental Partners Russ Meyer- Landor Associates Annie Longsworth- Cohn&Wolfe
  • 2. 2009 ImagePower Green Brands
  • 3. Current consumer thinking in context of 5 year’s worth of data
    • Despite recession, all is not lost
    • Consumers desiring value AND values
    • Leadership doesn’t demand perfection
  • 4. Despite global recession, all is not lost Image courtesy of Tricky™(flickr)
  • 5. Consumers remain aware of and concerned about environment Which concerns you more? Economy Environment Don’t Know
  • 6. And they are m ore optimistic that things are going in the right direction compared to 2008 Wrong direction Right direction
  • 7. 76% will spend the same or more on green products in the next year
  • 8. Consumers want values and value Image courtesy of hnix (flickr)
  • 9. Consumers seek less cost, more meaning 21 / 74 21 / 68 31 / 65 32 / 64 32 / 63 33 / 62
  • 10. Increasingly “green" is both differentiated and relevant to consumers
  • 11. Household brands gaining ‘top-of-mind’-share
  • 12. Top 10 US Green Brands 2009 1. 3. 4. 6. 7. 8. 9. 10. 5. 2.
  • 13. Likely reasons for CPG rise
    • “ On-trend” – nesting at home/circling wagons
    • Broad distribution
    • Relatively low cost
    • Significant marketing spend
    • Synergy between products and corporate activity
    • Improvement in green product attributes and delivery
    52: What is the first company that comes to mind when you think of the most “green” brand today?
  • 14. Leadership doesn’t demand perfection Image courtesy of Robert S. Donovan (flickr)
  • 15. Brands are most trusted after NGOs and individuals 8-15: How much do you trust each of the following entities to take significant actions to protect the environment? 5 8 23 / 73 26 / 72 48 / 49 51 / 46 52 / 45 53 / 42 56 / 40 59 / 38 65 / 33
  • 16. 3 4 1 Spokespeople 16: Who would be the most credible spokesperson to lead environmental change? Multiple Responses Permitted Cultivating relationships with credible outsiders helps build credibility 2 Intellectuals such as professors or authors Activists Politicians Celebrities Journalists Corporate Executives Other None of the above Don’t know 45 38 23 21 16 15 9 9 10
  • 17. Obstacles that can be overcome
  • 18. One big opportunity – simple, clear labeling
  • 19. But it needs to be simple and meaningful 83% want a label that tells them where their food comes from 81% want full disclosure 79% want clear labels 62% find green advertising helpful 45% look for a certification mark that indicates greenness
  • 20. As well as less and better packaging 397: What is more important when thinking about how products are packaged?
  • 21. Get the brand fundamentals right 3 2 1 Offers Good Value Is Trustworthy Cares about Customers Is Environmentally Conscious Is Innovative Has a Strong Brand Is Best in its Category Contributes to Charities and the Community Is Distinctive Is Dynamic Very Important Important / Not Important 78 97/1 75 96/2 68 95/3 45 86/13 34 82/15 34 78/20 31 82/16 28 71/26 20 66/31 20 63/34
  • 22. Thank You
    • Penn, Schoen, Berland
    • Beth Lester
    • (202) 962-3042
    • [email_address]
    Cohn & Wolfe Annie Longsworth (415) 365-8521 [email_address] Landor Associates Russ Meyer (415) 365 - 3866 [email_address] Esty Environmental Partners Amy Longsworth (202) 386-7586 [email_address]
  • 23.