2009 Top Green Brands

The 2009 Global Green Brands study found that Clorox Green Works, Burt’s Bees, Tom’s of Maine and S.C. Johnson & Son are the top green brands in the U.S. This study took place in seven countries - the U.S., the U.K., China, Brazil, Germany and France.

It was conducted through a collaboration of organizations that include: WPP agencies, Cohn & Wolfe, Landor Associates and Penn, Schoen & Berland Associates, as well as Esty Environmental Partners, a strategy consulting firm.

The data shows some expected results along with some more interesting trends. Consumers in all seven countries believe that green products cost more and that they plan to spend more on these products in the coming year. China, India and Brazil also showed the most support for additional spending in the future with percentages ranging from 78 percent in India to 38 percent in Brazil.

The information gathered on what influences purchasing decisions showed differences by country. For the U.S. and China, friends are the most effective influencers while in France Germany and India, past experiences with products carried the most weight. The consumers in the UK and Brazil were influenced the most by the media.

The organizations that conducted the study had this to say. Dan Esty, chairman of Esty Environmental Partners commented that, "consumers expect companies to recycle, use energy efficiently, reduce packaging, and pursue green innovation. So to gain loyalty, a company's environmental strategy must be comprehensive."

"As consumer demand for information and knowledge on green increases, brands also need to become more and more sophisticated about how they communicate their company and products," said Annie Longsworth, sustainability practice leader for Cohn & Wolfe. "Transparency is critical, as are credible spokespeople and authenticity, which can be demonstrated through product labeling and ingredient disclosure, among other strategies."

Another brand study that was conducted at the end of last year found that top brands were filled with manufacturing and auto brands with very big advertising budgets. When asked about which brands are leading in the fight against climate change, two-thirds of U.S. consumers were unable to identify a brand. This data highlights that there is a lot of opportunity for brands to influence this space. There is also data that says consumers are looking for practical solutions from brands. Findings showed that consumers are motivated by the ability to reduce their carbon footprint with solutions such as renewable energy, energy efficient light bulbs, fuel efficient cars and appliances and green bank accounts over corporate statements such as ‘carbon neutral.’

PERSONALLY SPEAKING
As consumers receive more information and education around the green attributes of products and brands, companies are going to need to position their green practices and sustainability iniatives around how it helps the consumer and their behaviors. The increase in green messaging to consumers is significantly increasing each year. ~ Megan

Megan Brown in the Client Relations Manager for Renewable Choice.