2009 ImagePower Green Brands Survey - Annie Longsworth
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2009 ImagePower Green Brands Beth Lester- Penn, Schoen & Berland Associates Russ Meyer- Landor Associates Annie Longsworth- Cohn&Wolfe
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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 sustainability by following through with their green image and promises.
Transcript of 2009 ImagePower Green Brands Survey - Annie Longsworth
2009 ImagePower Green Brands
Beth Lester- Penn, Schoen & Berland AssociatesRuss Meyer- Landor AssociatesAnnie Longsworth- Cohn&Wolfe
2009 ImagePower Green Brands
Presenter
Presentation Notes
WPP companies plus Esty Environmental Partners Fifth round of research
Current consumer thinking in context of5 year’s worth of data
• Despite recession, all is not lost• Consumers desiring value AND
values• Leadership doesn’t demand
perfection
Presenter
Presentation Notes
Understand the general population’s perceptions of the environment and environmental issues Tested [a contained] groups 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 Methodology1521 online interviews in the US from May 17-20, 2008 Margin of ErrorOverall, the margin of error is +/- 2.5%, and greater for subgroups Audience US general population 18+
Despite global recession, all is not lost
Image courtesy of Tricky™(flickr)
Which concerns you more?
Economy Environment
Consumers remain aware of and concerned about environment
Don’tKnow
Presenter
Presentation Notes
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.
And they are more optimistic that things are going in the right direction compared
to 2008
Wrong direction Right direction
Presenter
Presentation Notes
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.
76% will spend the same or more on green products in the next year
Presenter
Presentation Notes
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!]
Consumers want values and value
Image courtesy of hnix (flickr)
Consumers seek less cost, more meaning
21/74
21/68
31/65
32/64
32/63
33/62
Presenter
Presentation Notes
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.
Increasingly “green" is both differentiatedand relevant to consumers
Presenter
Presentation Notes
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?
Household brands gaining ‘top-of-mind’-share
Presenter
Presentation Notes
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.
Top 10 US Green Brands2009
1.
3.
4.
6.
7.
8.
9.
10. 5.
2.
Presenter
Presentation Notes
Explanation of the process – greenest brands among those we tested in 10 categories Rise of the packaged goods companies
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?
Leadership doesn’t demand perfection
Image courtesy of Robert S. Donovan (flickr)
Presenter
Presentation Notes
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.”
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?
23/73
26/72
48/49
51/46
52/45
53/42
56/40
59/38
65/33
5
8
Presenter
Presentation Notes
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?)
Intellectuals such as professors or authorsActivists
PoliticiansCelebrities
Journalists
Corporate Executives
Other
None of the above
Don’t know
3
4
1
16
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
4538232116159910
Presenter
Presentation Notes
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.
Obstacles that can be overcome
Presenter
Presentation Notes
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.
One big opportunity – simple, clear labeling
Presenter
Presentation Notes
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).
83%want a label that tells them
where their food comes from81%want full disclosure
But it needs to be simple and meaningful
79%want clear labels62%find green advertising helpful45% look for a certification mark
that indicates greenness
Presenter
Presentation Notes
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.
As well as less and better packaging
397: What is more important when thinking about how products are packaged?
Presenter
Presentation Notes
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).
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
Get the brand fundamentals right
3
2
1
Presenter
Presentation Notes
“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).
Thank YouPenn, Schoen, Berland
Beth Lester(202) 962-3042
Cohn & WolfeAnnie Longsworth
(415) [email protected]
Landor AssociatesRuss Meyer
(415) 365 - [email protected]
Esty Environmental PartnersAmy Longsworth(202) 386-7586
Presenter
Presentation Notes
Please stop by our booth and take our survey
