ImagePower Green Brands Study
This article was originally published in The Rose Sheet
Executive Summary
According to fifth annual study from consulting and strategic PR collaboration, consumers around the world consider "reducing toxics" the most important action an environmentally responsible company can take. Opinion varies as to the second-biggest priority, with survey participants in Australia, Brazil, China and India citing water conservation, while French, German and American consumers appreciate recycled materials and British respondents want packaging reduced. "Local values like this should be kept in mind when companies are developing strategies to communicate the 'greenness' of their brands," ImagePower authors say. Generally, respondents in most of the eight polled countries expressed increased concern about the environment, up an average of 3.5% compared with 2009. Consumers in developing countries want to see more green products on store shelves, and 30% of all respondents - more than 70% in Brazil, China and India - indicated they plan to spend more on green products next year. Online commenters observe that study does not weigh consumer intent against actual purchasing behavior. Authors do note that cost remains a significant hurdle for many consumers. In the U.S., consumers ranked Burt's Bees, Whole Foods, Tom's of Maine and Aveeno among top "green" brands