Consumers demand green action from UK's top brands
- 15 October 2007
Consumers demand green action from UK's top brands - but awareness still low: 69% of UK public unable to name a leading brand on climate change.
The °Climate Group has launched findings of the UK's first ever Climate Brand Index which tracks year-on-year consumer perceptions of how brands are performing on climate change.
The research shows a gap between what consumers want and expect from brands on climate change and what they think they are doing about it. Awareness of what companies are doing is low and most people (69% in the UK, 74% in the US) remain unable to identify any brands as taking a lead on climate change, without prompting.
The opportunity for companies to lead is clear: people want brands (rather than green specialists) to play a bigger role in tackling climate change. More consumers now say that they are positively choosing brands for environmental reasons, than are rejecting them. And many intend to make climate-friendly choices, from choosing an energy tariff to buying their everyday shopping.
The research, conducted over the summer, currently puts Tesco at the top of the UK Climate Brand Index, and GE at the top in the US, with the top five as follows:
3. The Co-operative
About the Research & Climate Brand Index (UK & US)
Summary of Key UK Findings:
. Consumers tend to admire companies that are tackling climate change: almost 60% of those interviewed.
. Consumers want business brands to play a bigger role in tackling climate change than they do today.
. The retail opportunity is positive: More people had chosen to select a brand for environmental reasons than to avoid one.
The research "Consumers, Brands and Climate Change" was commissioned by The °Climate Group in the US (n1000 over 18) and UK (n1000 over 18) which was jointly funded by Sky and Lippincott and was conducted online in June 2007. It was designed to understand and segment perceptions and behaviours in green consumption and identify brand perceptions to build a comparison between the US and UK over time. The 'Climate Brand Index' will be conducted annually to compare trends.