1. The Unfolding Green Brands Landscape: Notes on the Trendline Annie Longsworth Cohn & Wolfe

4. Collecting Data Since BT 2010 2006 2007 2008 2009 - before

5. 9,000 people in 8 countries Australia Brazil China France Germany India UK USA

6. The Green Brands Survey answers several important questions…

7. How have consumers ’ attitudes toward green brands, products and services changed from previous years and how do they vary by country?

8. What consumer challenges must companies overcome in the green space?

9. Do consumer perceptions vary on how different industries address sustainability?

10. What types of green products are consumers currently buying and in which categories do consumers plan to purchase more green products?

11. What brands in each country do consumers think are green and why?

12. Trends that continue 2006 2007 2008 2009 2010 2011

13. More than 63% of consumers in every country say it is very or somewhat important that companies are environmentally friendly Global Trends That Continue

14. Global Trends That Continue

15. Consumers want to buy from green companies and plan to spend more on green products Global Trends That Continue

16. Price continues to be the biggest obstacle to green consumption... ...and most consumers believe green products are more expensive. Global Trends That Continue

17. Global Trends That Continue 36 4 38 18 37 40 8 34 Consumers in developed countries are less willing to pay a green price premium

18. Trends that continue 2006 2007 2008 2009 2010 2011

19. What ’ s different this year? 2006 2007 2008 2009 2010 2011

20. More consumers think the environment is on the wrong track than in previous years. Emerging Trends?

21. Emerging Trends? Consumers in India and Brazil are particularly concerned. 63% 61% Do you think the state of the environment in this country is on the wrong track?

22. A dramatic increase in the number of consumers citing energy use as a top concern Emerging Trends? +3 +13 +14 +9 +1 +1 +4 +2

23. Emerging Trends? Which industry is doing the best job protecting the environment? Technology Energy Retail

24. Emerging Trends? Consumers are now planning to buy green in auto and tech as well as the traditional “ in me, on me ” categories

25. Emerging Trends? +3 +15 +3 +14 +6 +2 +2 +12

26. Emerging Trends? +7 +7 +3 +10 +8 +4 +3 +7

27. Emerging Trends? Consumers now recognize “ born green ” companies as the greenest brands 2005 2011 1 2 3 4 5

29. 2011 Top Ten Green Brands Seventh Generation Tom ’ s of Maine Whole Foods Burt ’ s Bees Trader Joes SC Johnson Walt Disney Dove Apple Microsoft / Starbucks 63 62 55 48 45 31 29 28 27 26

30. What does all this mean for your brands?

31. Green Brands Most Valuable Brands = (yet)

32. The trend towards greener awareness attitudes, intent and behaviors continues time sustainability how fast will we get there?

33. How fast will we get there? Unimaginable changes The age of twitter Remember Erin?

34. How fast will we get there? More power in our roles as consumers than voters

35. How fast will we get there? Our generation is set to inherit $40 Billion

36. How fast will we get there? I can make or break your brand in a second

37. How fast will we get there? Sorry, but you have to be everywhere that we are

38. What about the gap? Intent Behavior

39. Learning from each other today Green Brands Traditional Brands Integrated Green Mainstream Marketing Authentic Messaging Innovative Behavior

40. A good hockey player plays where the puck is. A great hockey player plays where the puck is going to be. Wayne Gretzky

41. A traditional brand plays where the market is. A sustainable brand plays where the market is going to be.

42. www.cohnwolfe.com Download the full report