The 2010 Green Brands survey

• Download the 2010 Green Brands Global Media Deck

• Download the 2010 Green Brands U.S. Media Deck

The Green Brands study, conducted by WPP companies Cohn & Wolfe, Landor Associates and Penn, Schoen & Berland, and including consultation from Esty Environmental Partners, explores consumer attitudes and perceptions towards green issues. The 2010 study is the largest yet surveying nearly 9,000 people in eight countries – Australia, Brazil, China, France, Germany, India, US, and UK – and ranking nearly 350 brands.

From the state of the environment to purchasing intent of green products, ingredients, advertising, NGOs and what it means for a company to be “green,” the study reveals that while many environmental beliefs and behaviors are shared across different consumer cultures, others vary widely. For brands, it means they must not only develop environmental strategies to address their environmental impact, but they must also connect with consumers in a compelling and relevant way on a market-by-market basis. 

Key findings from the 2010 survey include the following:

• Though barriers to going green and specific environmental concerns are not consistent, overall there is a strong consumer commitment to purchasing from green companies shared around the globe.

• A majority of consumers plan to spend the same or more money on green products in the coming year, with more than 70 percent of consumers in China, India and Brazil saying they will spend more.

• The hurdles most cited are price (U.S., UK, France, Germany, Australia); selection (Brazil, India) and confusing labeling (China).

• Consumers from all eight countries agree that the most important step a company can take to demonstrate its “greenness” is to reduce the amount of toxic or other dangerous substances in its products and business processes.

If you’re interested in learning more about how Green Brands applies specifically to your company, and to discuss the critical role of communications in developing a sustainability strategy, please contact Annie Longsworth, global sustainability practice leader, at 415.365.8521 or annie.longsworth@cohnwolfe.com.

 2010 Green Brands Global Media Deck