Trends in Consumer Brand Perception: Who Made This Year's Green List?

Notes from Sustainable Brands Conference 2008
Attended as "Expert in Residence" for Sustainable Life Media
June 2-5, 2008
See Original Article

Amid talk of recession (or perhaps in the midst of a recession already), consumers are now more worried about the economy than the environment - a significant shift since last year’s Sustainable Brands conference, where Annie Longsworth, Russ Meyer, and Jay Leveton presented the findings from their first ImagePower Green Brands Survey. This year’s follow-up to that groundbreaking study, which covers the attitudes and perceptions driving green product purchases, shows a decidedly mixed bag.

The wave of eco-marketing and media attention over the last year and half appears to have been effective, with one-third of Americans reporting that they take part in environmentally focused activities and as many as eight in ten think it important or very important to buy from greener brands. At the same time, however, consumers reported a definite sense of eco-fatigue from the more than 3,600 new green products that have debuted in the last year.

It’s important that marketers focus on messaging that is effective rather than overwhelming.

~Annie Longsworth, Cohn & Wolfe

Concern about the economy has swelled to its highest level in 30 years, taking focus away from environmental issues, according to the report. In the U.S., 77% of respondents said they are more concerned about the economy versus 17% who are more concerned about the environment. In the U.K., the numbers were 65% and 28%, respectively.

It’s unclear, though, if consumers are feeling upbeat about anything these days. There appears to be a pervasive sentiment that things are generally getting worse not better, particularly among lower income brackets. In terms of environmental concerns such pessimism has shifted in recent years, according to the report, with more consumers saying the trouble lies with government's lack of initiative rather than industry's polluting activities. Better than a third of consumers (36%) said they expect the government to do more, followed by industry (26%) and consumers themselves (11%).

The Greenest Brands: Who’s Getting Ahead, Who’s Falling Behind?

Top-finishing brands included Whole Foods, Burt's Bees, and Trader Joe's (in the U.S.) and Body Shop, Marks & Spencer, and Waitrose(in the U.K.). (For complete lists in both markets, click here.)

That said, a lack of consumer awareness continues to plague marketers, with 33% of those surveyed failing to identify any green brands by name. Brands that garnered the most specific mentions included GE (5%) and Toyota (4%) followed by Wal-Mart and Whole Foods in a surprise dead heat (2%).

Product categories considered greenest included body care, grocery, appliances, household, technology, automotive, energy, and travel, in that order. In a bit of a surprise, Amtrak is getting some play among green travel brands amid increasing consumer awareness of the climate impact of air travel.

Thirty-eight percent of consumers said they plan to spend more on green products, and another thirty-five percent said they expect such expenditures to remain flat. Categories that seem set for a bump in green-product sales include household cleaning, energy, and appliances, according to the report.

So, what are the key takeaways for green marketers? The report consistently reinforces the fundamentals of branding. Values that drive brand strength are the same they always were: honesty, trust, quality, and safety. Only after these basics are met will most consumers reach for the greener products. And don’t bother trumpeting your company’s green vision for the future: As far as consumers are concerned, the proof is in the pudding.

Revi Schlesinger heads RVN Consulting, a network of experts aligning to support the success of large-scale corporate sustainability integration initiatives. Continue the conversation at www.ReviSchlesinger.com/blog.html