The results of a new survey indicate a shift is occurring in the collective consciousness of the US population – green is no longer an issue marginalized to fanatical environmentalists; nearly all Americans display green attitudes and behaviors versus a year ago. The conclusion: we’re in the midst of one of the greatest shifts in the U.S. in recent history.
The survey found that 40% of the U.S. population believes global warming is the leading environmental concern. 20% blame themselves for the state of the environment. That wouldn’t be news unless you compare it with a 2006 survey that showed most U.S. citizens were unfamiliar with the concept of green and how their actions affected the environment.
“Consumers have woken up to the environmental consequences of their purchase decisions, and are changing their behavior to ensure they limit their negative impacts on our environment,” said Russ Meyer, Chief Strategy Officer of Landor Associates. “The survey indicates that consumers are demanding more green products and business practices, but the challenge will be for companies to effectively navigate through this evolving consumer landscape to ensure their sustainability practices are seen as more than just lip service.”
When asked what their perceptions were of green brands, respondents said they are often seen as better quality, though higher cost. The good news for Whole Foods, Toyota and Sub-Zero (ranked among the greenest of the green) is that even non-users are more likely to use green brands and consider them the next time they make a purchase.
Annie Longsworth, EVP and Managing Director of Cohn & Wolfe San Francisco said, “The results of this survey should be a call to action to all major corporations as consumers are becoming increasingly cognizant of what makes green sense and are being drawn to those that are incorporating smart strategies. In the categories considered laggards in green by consumers, like online technology, travel and petroleum, it is imperative that green practices are effectively communicated in order to build and retain customer loyalty.”
Top 10 Green Brands:
1. Whole Foods
2. Wild Oats
3. Trader Joe’s
4. Toyota
5. Honda
6. Sub Zero
7. Ikea
8. Body Shop
9. GE
10. Aveda
Thr 2007 ImagePower® Green Brands Survey, was conducted by WPP’s Landor Associates, Penn, Schoen & Berland (PSB) Associates and Cohn & Wolfe (C&W).
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