Green Brands study 2008 launched in Monterey
On the first day of SB 2008, my colleague Annie Longsworth and Russ Meyer from our WPP sister company, Landor, unveiled our Green Brands study 2008, examining consumer perceptions of environmental issues and companies in both the UK and the USA. The findings are remarkably similar. In both countries, it’s body care companies and supermarkets who are really capturing the imagination of the public with their environmental initiatives, such as Marks & Spencer’s ‘Plan A’.
The Guardian has picked up on the supermarket angle in its report on our study:
High-profile green advertising campaigns by supermarkets appear to be paying off with five of the country’s biggest grocers coming out top in a survey of the most environmentally friendly brands.
Campaigns to discourage plastic bag use and an emphasis on less packaging helped Marks & Spencer, Waitrose, Tesco, Sainsbury’s and Asda take five of the top six places in a survey of 1,500 people.
What strikes me about this year is that, although people are clearly more worried about the economy in 2008, they have not forgotten green issues. They are forming ever-more sophisticated opinions of companies based on their environmental performance and commitment.