2011 Image Power Top Green Brands Survey India: Segmentation by PSBResearch


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The 2011 ImagePower Green Brands Survey tells us that greenness remains a major issue for consumers around the world, and that they expect green practices from the companies they do business with. There are huge opportunities in the Indian market for companies that establish their image with their green credentials early.

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2011 Image Power Top Green Brands Survey India: Segmentation by PSBResearch

  1. 1. Green Brands,India Insights2011presented by:
  2. 2. 1Regulation, Transparencyand ChoiceResults from the2011 ImagePowerGreen Brands SurveyThe 2011 ImagePower® Green Brands Surveywas our largest such study to date, capturingthe perspectives of more than 9,000consumers in eight countries. We again sawa split between responses in the “emergingcountries” (India, China and Brazil) and thosein the “developed countries” (Australia,France, Germany, the United Kingdom, andthe United States), and the details provedenlightening.We uncovered several trends affecting consumerbehaviour:• Pressure on governments to lead greenregulation• Increased desire to buy green• Transparency and choice driving buyerbehaviour• Consumers receptive to green advertising• Interest in big-ticket green productsPressure on governments to lead greenregulationIn most countries, concern about the state of theeconomy fell, while concern about the state ofthe environment grew. In line with this, themajority of Indians think the state of theenvironment is heading in the wrong directionand an overwhelming 95% want government tosupport more green innovation and regulation.This is consistent with the global trend wherepeople put responsibility for the environment onthe government rather than the private sector.The only exception to this was the US whereconsumers felt the private sector should be moreprominent.With regards to consumer goods, people wantgovernments to mandate producer responsibilityand greater label clarity with respect to ingredi-ents and food origin. There was also a significantpush for governments to drive companies to userecycled packaging.Increased desire to buy greenOverall, consumers are less likely to cite hurdlesto buying green compared to last year. A majorityof respondents in India, China and Brazil say they
  3. 3. 2intend to spend more on green products in thenext year. Consumers are putting a higher valueon green products with 48% of Indian consum-ers and 55% of Chinese consumers, willing tospend over 10% more on a product simplybecause it is green.In developed countries, price is named as thegreatest barrier to purchasing green. Mostconsumers here believe that green products andbrands are more expensive than their non-greencounterparts, and more than a third areunwilling to pay higher prices for green products.In the US and UK, only 22% and 13% of thosesurveyed would spend more than 10% on greenproducts, respectively.Transparency and choice driving buyerbehaviourThe majority of respondents in India, China andBrazil cite lack of availability and inconsistentlabelling as the major barrier to buying green.Limited availability of green products inmainstream stores is a major issue, butconsumers also want clear and consistentlabelling that discloses all materials andingredients. The lack of clear packaging andlabelling standards in India makes it difficult forconsumers to get the information they need tohelp make informed choices.Conversely, consumers in Australia, France,Germany the UK and the US all cited packagingas their primary source of information on greenbrands and a major factor in determining whatthey will purchase.Consumers receptive to green advertisingConsumers in emerging nations are moretrusting of advertising, compared to theircounterparts in developed nations. In India,China and Brazil, advertising and mass mediaeditorial content (TV programs, newspaperarticles) are the most influential sources ofinformation on green products. 86% of Indianrespondents report that advertising about greenproducts help consumers make more informedchoices, and 57% of respondents indicate thatTV advertisements have the greatest impact ontheir likelihood to buy green.In emerging countries, mass media plays animportant role in consumer education andcompanies should use these channels to increaseawareness and inform their customers of the realand tangible value of their products, as well astheir green attributes.Interest in big-ticket green productsRespondents indicated they are most likely topurchase green products in the household,grocery, personal care, and packaged food andbeverage categories. This is in line with theon-going interest worldwide in purchasing greenfor products that are “in me and on me,” but thecategories poised for growth paint a new picture.Consumers in all markets intend to go green onmore big-ticket items during the next year. India,China and Brazil show the biggest potential forincreased sales of environmental friendlyautomobiles. In India, 28% of consumers say theyintend to purchase green auto this year which issignificantly higher than the 16% that purchasedgreen auto last year. Consumers in the UK, USand France say they plan to buy more greentechnology brands this year.As consumers become more sophisticated onbuying green, demand for green big-ticketproducts will grow. Companies will have to adapttheir marketing strategies to show not only theenvironmental impact and related “greenness “oftheir products, but also the larger end benefits inorder to meet their customers’ changing needs.In summaryThe 2011 ImagePower Green Brands Survey tellsus that greenness remains a major issue forconsumers around the world, and that theyexpect green practices from the companies theydo business with. There are huge opportunities inthe Indian market for companies that establishtheir green credentials early.To read the complete survey, please visitslideshare.net/WPPGreenBrandsSurvey.Concern for the environmenttranslates into willingness topay for green
  4. 4. 3Over the last six years we havegauged green perceptions frommore than 30,000 consumersaround the world.■ Right Direction ■ Wrong track ■ UndecidedDo you think the state of the environment inthis country is headed in the right direction, oris it on the wrong track?2006500 respondentsU.S.20073000 respondentsU.K., U.S.2007 (additional)800 respondentsU.S.2008 (additional)1500 respondentsChina20095750 respondentsBrazil, China,France, Germany,India, U.K., U.S.20109000 respondentsAustralia, Brazil,China, France,Germany, India,U.K., U.S.20119000 respondentsAustralia, Brazil,China, France,Germany, India,U.K., U.S.20083000 respondentsU.K., U.S.2009 2010 2011INDIA DATA: 2009–20116%59%35%7%36%7%61%32%57%
  5. 5. ■ Most Important ■ 2nd most importantThe following is a list of possible requirements your government could put in place.Please rate each initiative in terms of importance. Showing 8-10 on a 1-10 scale.GLOBAL DATA: 2011global DATA: 2011Do you think your government should support more or less green innovationthan it does now? Showing much and somewhat more.7895809286957873AUSTRALIA BRAZIL CHINA FRANCE GERMANY INDIA U.K. U.S.
  6. 6. How much more, in percentage terms, are you willing to spend on a productbecause it is green?In the next year, do you plan to spend more, less, or the same amount on“green” products and services?global DATA: 2009–2011global DATA: 2011
  7. 7. 6GLOBAL DATA: 2011GLOBAL DATA: 2011What do you think are the biggest challenges to purchasing green productsor services?Which of the following do you feel has the greatest impact on your likelihood topurchase green products?■ Biggest Challenge ■ Second Biggest Challenge■ Second Biggest Challenge ■ Biggest Challenge
  8. 8. 8Key ContactsAshwani SinglaManaging Director & Chief Executive, PSB, South AsiaAshwani Singla is the Managing Director & ChiefExecutive of Penn Schoen Berland, South Asia.In his two decade of experience in the communication & service industry,Ashwani has donned the role of a trusted advisor and strategist for buildingstrong and effective communications strategy for top MNCs, Indianenterprises and emerging Indian MNCs across a wide range of sectors.Voted as one of the most well respected professionals in India by theHolmes Report in its inaugural Asia ‘Agency Score Card’, Ashwani wasnamed by Campaign India Magazine in its ‘A list’ in 2009 & 2010 and amongthe top professionals in Agency FAQ’s 2010 listing.Prior to his current role, Ashwani was the Chief Executive of GenesisBurson-Marsteller and Member of the Asia Pacific Board of Burson-Marsteller Worldwide. Under his tutelage of close to a decade, GenesisBurson-Marsteller went on to become India’s most trusted public relations& public affairs firm. Setting new standards of excellence, he has led someof the best cutting edge management practices in the communicationindustry.Little wonder that the firm became the first Indian public relationsconsulting firm to receive the global Consultancy Management Standards(CMS) certification and recognised as the India Consultancy of the year bythe Holmes Report in its inaugural Asia Agency Report Card.Ashwani has been an India board member of the International Associationof Business Communicators (www.iabc.com) and has played an active rolein the Public Relations Consultants Association of India (www.prcai.org)and the International Communications Consultancy Organization (www.iccopr.com).Passionate about sharing his experiences, he often dons the professorialhat in teaching courses and conducting training programmes across thecountry. He has been invited to speak at several prestigious campuses andassociations across the globe including the US, Europe and Asia Pacific. Hewas also been a jury member for the Asia Pacific region for the Gold QuillAwards. Ashwani is an honours graduate in Economics and holds apostgraduate qualification in International Business & a diploma in HotelManagement; Ashwani started his career with the hospitality division of ITCLtd.Lulu RaghavanCountry Director (India), LandorLulu Raghavan leads the Mumbai office of LandorAssociates and is responsible for overall client andemployee satisfaction. Among her key clients areHindustan Construction Company, Mahindra, Taj HotelsResorts and Palaces, and Tata Global Beverages. As client leader, Luluplays a vital role in helping her clients create profitable growth by building,leveraging, protecting, and managing their brand assets. Lulu worksclosely with the consulting and creative teams to ensure a synergy of rigorand creativity in all of Landor’s deliverables.In her more than 10 years at Landor, Lulu has worked in the San Francisco,New York, London, and Mumbai offices. She has led corporate andconsumer branding programs for a wide range of clients, includingAlcatel-Lucent, American Express, Dow Corning, Fidelity Investments,Hewlett-Packard, Jet Airways, One&Only Resorts, Panasonic, Samsung,and Sony. Lulu is also a member of Landor’s global naming network.Before joining Landor, Lulu was a brand consultant at Ogilvy Consulting inMumbai. She has a BA in economics from Davidson College in the UnitedStates and an MBA in international business and marketing from S.P. JainInstitute of Management and Research in India. Lulu speaks Hindi, Tamil,French, English, and some Spanish—a distinct advantage in developingunique brand names.Contact Us:Shefali KhannaDirector, Marketingskhanna@ps-b.com M: + 971 111 8615PENN SCHOEN BERLAND, South Asia603, Unitech Cyber ParkSector-39, GurgaonHaryana, Indiawww.psbresearch.in
  9. 9. Esty Environmental Partners (EEP) is a management consultancy workingwith corporate clients to build high-impact environmental strategiesthat create sustainable business value. EEP serves a range of companies,from Fortune 500 to small business, in diverse industries includingapparel, financial services, industrial, and consumer packaged goods.EEP clients are executives whose responsibilities include corporateenvironmental affairs and sustainability, product line management,facilities management, and the highest levels of company or divisiongeneral management. They engage EEP’s team of experiencedenvironmental and business professionals to help them build corecapabilities, innovate, and differentiate their companies throughenvironmental strategy. To learn more, please visit estyep.com.Cohn & Wolfe (C&W) is a strategic public relations agency dedicatedto creating, building, and protecting the world’s most prolific brands.With offices around the world, the agency is committed to breakingnew ground in the delivery of cross-channel media strategies, creativeprogramming, and practice area excellence. C&W is recognized yearafter year by clients and the industry for excellence in creativity, clientservice, digital communications, media strategy, senior management,and strategic counsel. C&W is a member of the Young & Rubicam Brandsnetwork within WPP, a world leader in advertising and marketing services.For more information, visit cohnwolfe.comThe 2011 ImagePower Green Brands Survey was sponsored by:Landor Associates is one of the world’s leading strategic brand anddesign consultancies. Founded by industry pioneer Walter Landor in 1941,Landor has a rich heritage of brand strategy and design leadership.Partnering with clients, Landor drives brand-led business transformation.Landor’s holistic approach to branding builds upon the combined rigor ofdisciplined thinking and process and exceptional creativity. Landor’swork spans the full breadth of branding services, including brandpositioning, brand asset management, brand architecture, brandresearch, brand valuation, packaging and structural design, brandedexperiences, brand engagement, corporate identity design and naming.Landor has 20 offices in 15 countries, including an office in Mumbai led byLulu Raghavan (lulu.raghavan@landor.com). Current and past localclients include TATA, Mahindra, Jet Airways, Taj Hotels Resorts andPalaces, Café Coffee Day, Hindustan Construction Company and MumbaiFirst.Landor is part of WPP, one of the world’s largest global communicationsservices companies. For more information, please visit landor.comPenn Schoen Berland is a global strategic communication advisoryrooted in the science of public opinion that specializes in messaging andstrategy for blue-chip political, corporate and entertainment clients. Ithas over 30 years of experience in leveraging unique insights aboutconsumer opinion to provide clients with a competitive advantage, whatwe call Winning Knowledge™. Penn Schoen Berland serves Fortune 100corporations and has helped elect more than 30 presidents and primeministers around the world. Penn Schoen Berland is a part of Y&RBrands and WPP.