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2009 ImagePower Green Brands Beth Lester- Penn, Schoen & Berland Associates Amy Longsworth- Etsy Environmental Partners Ru...
2009 ImagePower Green Brands
Current consumer thinking in context of 5 year’s worth of data <ul><li>Despite recession, all is not lost </li></ul><ul><l...
Despite global recession,  all is not lost Image courtesy of Tricky™(flickr)
Consumers remain aware of  and concerned about environment  Which concerns you more?  Economy Environment Don’t Know
And they are m ore optimistic that things are going in the right direction compared to 2008 Wrong direction Right direction
76% will spend the same or more on  green products in the next year
Consumers want values and value Image courtesy of hnix (flickr)
Consumers seek less cost, more meaning 21 / 74 21 / 68 31 / 65 32 / 64 32 / 63 33 / 62
Increasingly “green&quot; is both differentiated and relevant to consumers
Household brands gaining  ‘top-of-mind’-share
Top 10 US Green Brands 2009 1.  3.  4.  6.  7.  8.  9.  10.  5.  2.
Likely reasons for CPG rise <ul><li>“ On-trend” – nesting at home/circling wagons </li></ul><ul><li>Broad distribution </l...
Leadership doesn’t demand perfection Image courtesy of Robert S. Donovan (flickr)
Brands are most trusted  after NGOs and individuals 8-15: How much do you trust each of the following entities to take sig...
3 4 1 Spokespeople 16: Who would be the most credible spokesperson to lead environmental change? Multiple Responses Permit...
Obstacles that can be overcome
One big opportunity – simple, clear labeling
But it needs  to be simple  and meaningful 83% want a label that tells them  where their  food comes from   81% want  full...
As well as less and better packaging 397: What is more important when thinking about how products are packaged?
Get the brand fundamentals right 3 2 1 Offers Good Value Is Trustworthy Cares about Customers Is Environmentally Conscious...
Thank You <ul><li>Penn, Schoen, Berland </li></ul><ul><li>Beth Lester </li></ul><ul><li>(202) 962-3042 </li></ul><ul><li>[...
 
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2009 ImagePower Green Brands Survey - Annie Longsworth

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Join in on this revealing presentation focused on empowering companies to gain revenue and customer trust through sustainable branding. See how big names of various industries have capitalized on sustainability by following through with their green image and promises.

Publié dans : Business, Technologie
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2009 ImagePower Green Brands Survey - Annie Longsworth

  1. 1. 2009 ImagePower Green Brands Beth Lester- Penn, Schoen & Berland Associates Amy Longsworth- Etsy Environmental Partners Russ Meyer- Landor Associates Annie Longsworth- Cohn&Wolfe
  2. 2. 2009 ImagePower Green Brands
  3. 3. Current consumer thinking in context of 5 year’s worth of data <ul><li>Despite recession, all is not lost </li></ul><ul><li>Consumers desiring value AND values </li></ul><ul><li>Leadership doesn’t demand perfection </li></ul>
  4. 4. Despite global recession, all is not lost Image courtesy of Tricky™(flickr)
  5. 5. Consumers remain aware of and concerned about environment Which concerns you more? Economy Environment Don’t Know
  6. 6. And they are m ore optimistic that things are going in the right direction compared to 2008 Wrong direction Right direction
  7. 7. 76% will spend the same or more on green products in the next year
  8. 8. Consumers want values and value Image courtesy of hnix (flickr)
  9. 9. Consumers seek less cost, more meaning 21 / 74 21 / 68 31 / 65 32 / 64 32 / 63 33 / 62
  10. 10. Increasingly “green&quot; is both differentiated and relevant to consumers
  11. 11. Household brands gaining ‘top-of-mind’-share
  12. 12. Top 10 US Green Brands 2009 1. 3. 4. 6. 7. 8. 9. 10. 5. 2.
  13. 13. Likely reasons for CPG rise <ul><li>“ On-trend” – nesting at home/circling wagons </li></ul><ul><li>Broad distribution </li></ul><ul><li>Relatively low cost </li></ul><ul><li>Significant marketing spend </li></ul><ul><li>Synergy between products and corporate activity </li></ul><ul><li>Improvement in green product attributes and delivery </li></ul>52: What is the first company that comes to mind when you think of the most “green” brand today?
  14. 14. Leadership doesn’t demand perfection Image courtesy of Robert S. Donovan (flickr)
  15. 15. Brands are most trusted after NGOs and individuals 8-15: How much do you trust each of the following entities to take significant actions to protect the environment? 5 8 23 / 73 26 / 72 48 / 49 51 / 46 52 / 45 53 / 42 56 / 40 59 / 38 65 / 33
  16. 16. 3 4 1 Spokespeople 16: Who would be the most credible spokesperson to lead environmental change? Multiple Responses Permitted Cultivating relationships with credible outsiders helps build credibility 2 Intellectuals such as professors or authors Activists Politicians Celebrities Journalists Corporate Executives Other None of the above Don’t know 45 38 23 21 16 15 9 9 10
  17. 17. Obstacles that can be overcome
  18. 18. One big opportunity – simple, clear labeling
  19. 19. But it needs to be simple and meaningful 83% want a label that tells them where their food comes from 81% want full disclosure 79% want clear labels 62% find green advertising helpful 45% look for a certification mark that indicates greenness
  20. 20. As well as less and better packaging 397: What is more important when thinking about how products are packaged?
  21. 21. Get the brand fundamentals right 3 2 1 Offers Good Value Is Trustworthy Cares about Customers Is Environmentally Conscious Is Innovative Has a Strong Brand Is Best in its Category Contributes to Charities and the Community Is Distinctive Is Dynamic Very Important Important / Not Important 78 97/1 75 96/2 68 95/3 45 86/13 34 82/15 34 78/20 31 82/16 28 71/26 20 66/31 20 63/34
  22. 22. Thank You <ul><li>Penn, Schoen, Berland </li></ul><ul><li>Beth Lester </li></ul><ul><li>(202) 962-3042 </li></ul><ul><li>[email_address] </li></ul>Cohn & Wolfe Annie Longsworth (415) 365-8521 [email_address] Landor Associates Russ Meyer (415) 365 - 3866 [email_address] Esty Environmental Partners Amy Longsworth (202) 386-7586 [email_address]

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