Cohn & Wolfe has presented the results of the new edition of the Green Brands Survey, carried out in collaboration with other members of the WPP group such as Landor Associates and Penn, Schoen & Berland Associates (PSB), as well as the independent firm Esty Environmental Partners The survey, conducted among more than 6,000 consumers in 7 countries – Germany, Brazil, China, the US, France, Britain and India – reflects both similarities and huge differences between different cultures with respect to confidence in ecology and behavior with the environment.
According to respondents, “green” products have a higher cost than the rest, although this does not prevent them from investing more money in these types of products in the next year. China, Brazil and India show greater support for organic products: 73% of Chinese consumers, 78% of Indians and 73% of Brazilians say they will spend more on these products and that they will increase their consumption.
Consumers in Brazil, China and India are more inclined to buy “green” products and thus favor companies that consider sustainable compared to developed countries. So 8% of Britons say they will spend 30% or more on this type of goods compared to 38% of Brazilians who spend the same percentage.
“With the discussion on global climate change focused on the option that emerging economies like Brazil, China and India will adopt to control emissions; These three countries stand out in the study because they show greater interest in green products and companies, “says Scott Siff, Executive Vice President of PSB. “From the political point of view, this changes the perspective we have on them, and from the economic point of view, shows that the market for organic brands and products is even higher than expected.”
Importance of a sustainable policy
The study shows the importance for consumers that companies have an ecological and sustainable policy. At least 77% of respondents say that it is something very or very important. This figure increases in India and China, where 87% and 98% respectively believe that the corporate reputation is a strong indicator of purchase. The respondents also stated that the most important strategy that a company can develop is to demonstrate a sustainable policy based on the reduction of toxins and other harmful substances both in their products and in the industrial process.
The study also reveals other areas in which different countries differ. Consumers in Brazil, France and Britain believe that their country’s environmental policy is on the wrong track, while consumers in Germany, China, the US and India believe it is going in the right direction.
“The reduction of toxic substances tops the list of priorities, but the study also shows that consumers consider companies to be responsible for good behavior with the environment,” says Dan Esty, general director of Esty Environmental Partners. “Consumers expect companies to recycle, use energy efficiently, reduce packaging and opt for green innovation. In this way, to create loyalty with its customers, the company must have a complete environmental strategy. “
Brazil and India are the only countries where consumers are more concerned about environmental issues than about the economy. However, in the US, 77% of consumers say they are more concerned about the economy than about the environment, a result that has been maintained since 2008.
Communicate a sustainable strategy
The survey also delves into the communication of ecological aspects. This confirms that television and the Internet are the most used sources for information about the environment. Although the consumers are divided with respect to what influences more in the purchase decision. In Germany, France and India the previous experience with the products is the most involved in deciding the purchase, while in China and the US is the recommendation of friends, and in Brazil and Britain are guided by what they say the publishers. All countries surveyed agree on the credibility of intellectuals and activists as spokespersons for environmental change.
“As consumers demand more information about growing green, brands also need greater sophistication when it comes to communicating their company and their products,” says Annie Longsworth, director of Sustainability at Cohn & Wolfe. “Acting with transparency is critical, as well as having a credible spokesperson and showing the authenticity of the product” “.
To know which brands are communicating their sustainable initiatives and evaluating their effectiveness, the study invites the participants from each country to develop a ranking of the most ecological brands. The results also show the categories of the most important organic products for consumers. Thus, the Personal Care area is among the first three in all countries with the exception of China.