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A newly released study reveals an increase in US consumer optimism about the state of the environment, as well as an appetite for green products and information. The research shows that 42 percent of Americans believe the environment is headed in the right direction, a 14 percent rise since 2008.

The ImagePower Green Brands survey, conducted by WPP agencies Cohn & Wolfe, Landor Associates and Penn, Schoen & Berland Associates as well as independent strategy consulting firm Esty Environmental Partners, also identifies areas of opportunity for brands interested in “going green.”

Three out of four Americans say that it is somewhat or very important that the brands they purchase are green. And while three out of five people believe that green products cost more than non-green products, 76 percent say they will spend the same or more on green products in the next year.

“Consumers’ commitment to green is holding strong during the recession, despite widespread belief that such products cost more,” said Scott Siff, EVP of Penn, Schoen & Berland Associates. “Companies that can demonstrate the economic benefits of green products to consumers, linking values to value, have a real opportunity.”

Certification marks are the most important indicator for consumers as to whether a product is green, with 45 percent of the people survey saying they look for a specific mark on products. Further, 83 percent of Americans believe that labels telling them where their food comes from is somewhat or very important, and 79 percent want green labels that are easier to understand.

Additional findings indicate that consumers believe reducing the amount of toxins or other dangerous substances in products and business process is the most important sign of being a green company.

“While reducing toxics heads the list of consumer priorities the data also show that the public holds companies accountable for good environmental behavior across the board,” said Dan Esty, chairman of Esty Environmental Partners. “Consumers expect companies to recycle, use energy efficiently, reduce packaging, and pursue green innovation. So to gain loyalty, a company’s environmental strategy must be comprehensive.”

This year’s survey indicates that Household Cleaning is the perceived to be the greenest industry; it ranked fourth in the 2008 findings. Personal Care is the second greenest product category and Retail/Department Stores ranked last.

The top ten greenest brands in the US, as perceived by local consumers are:
1. Clorox (Greenworks)
2. Burt’s Bees
3. Tom’s of Maine
4. S.C. Johnson
5. Toyota
6. P&G
7. Walmart
8. Ikea
9. Walt Disney
10. Dove

"This year's findings reinforce consumers' desires to be green by using products that are green," said Russ Meyer, chief strategy officer of Landor Associates. "However, we're also beginning to see a strong positive correlation between greenness and more traditional brand attributes like honesty and trustworthiness. This creates an incentive for global brands faced with the challenge of expanding the reach of pre-existing products while introducing green ones, as the presence of one attribute can have a halo effect on others."

The survey also explored the communication aspects of green, finding that television and the Internet are the primary sources of information for environmental issues in the US. But consumers are divided on the factors that most influence their purchase decisions: recommendations from friends are most effective for US consumers, and intellectuals (professors, authors) or activists are viewed as the most credible spokespeople for environmental change.

“The increasing sophistication of the American consumer towards green issues is a good sign for companies with a strong story to tell. But be mindful: as consumer demand for information and knowledge on green increases, brands also need to become more sophisticated about how they communicate their company and products,” said Annie Longsworth, sustainability practice leader for Cohn & Wolfe. “Transparency is critical, as are credible spokespeople and authenticity, which can be demonstrated through product labeling and ingredient disclosure, among other strategies.”

The ImagePower Green Brands study was conducted online with US consumers 18+ in between May 4 -6, 2009. It has a margin of error of +/- 3.1%. Complete results are available upon request by contacting Dain Percifield at (415) 365-8548.

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