Survey Points to Global “Green” Purchasing Trend

A survey of more than 9,000 people in different parts of the world has gauged consumer perceptions of “green” brands and corporate environmental behavior.

According to the organizers of the 2010 ImagePower Green Brands Survey, the poll’s findings have revealed that “the majority of consumers plan to spend the same or more money on green products in the coming year, with more than 70 percent of consumers in China, India and Brazil saying they will spend more.”

More than two-thirds of respondents in each country surveyed cited reducing toxics and dangerous substances as the most important activity a company can do to be green, followed by recycling and water conservation.

“For the last few years we’ve seen interest in green brands increase in every country surveyed,” says said Russ Meyer, chief strategy officer with brand consulting firm Landor Associates. “Being seen as environmentally conscious continues to be an important brand attribute with all consumers; in fact, it ranks fourth behind ‘good value, trustworthy and cares about customers,’” adds Meyer. “Although still a differentiator in many categories, brand managers must remember that being seen as green is becoming a fundamental attribute for all brands.”

The fifth annual ImagePower Green Brands Survey polled more than 9,000 people in eight countries. It was conducted by agencies Cohn & Wolfe, Landor Associates and Penn Schoen Berland (PSB), all of which are part of London-based WPP (www.wpp.com), as well as independent strategy consulting firm Esty Environmental Partners. The Green Brands Survey is designed to identify emerging trends related to consumer perception and purchasing behavior of “green” products, according to the agencies.

“The 2010 Green Brands Survey demonstrates the growing importance of consumer concerns and eco-literacy to companies, says Dan Esty, chairman of Esty Environmental Partners (www.estyep.com), Waltham, Mass. “It is striking that interest in the environment and sustainability appears to be on the rise in markets all across the world,” he adds.

“In the United States, 75 percent of consumers say that it is somewhat or very important to them that the brands they buy come from green companies, although more people said that this was ‘very important’ in 2009,” remarks Scott Siff, executive vice president of PSB. “While the economy has driven down the priority of green for consumers, we can expect that as the recovery continues, the importance of green will come roaring back.”

The 10 U.S. brands perceived to be the greenest in the 2010 study include newcomers Aveeno and Microsoft. The complete list includes:

1. Burt’s Bees
2. Whole Foods
3. Tom’s of Maine
4. Trader Joe’s
5. Google
6. Aveeno
7. SC Johnson
8. Publix
9. Microsoft
10. Ikea