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Most Consumers Can't Name a Green Brand: Survey - 12 November 2008
Most Americans can't name any brands taking the lead in fighting climate change, according to a recent survey.
Of the 1,000 people in the U.S. questioned for "Consumers, Brands and Climate Change 2008," 65 percent couldn't identify mainstream companies taking a significant stance against climate change. The 35 percent who could chose GE, Toyota, Honda, BP and GM.
"There is a disconnect between what companies are actually doing and what they are perceived to be doing," said Neal McGrath, spokesman for The Climate Group, which partnered with brand strategy consultancy firm Lippincott to publish the report.
In 2007, the top brands were GE, Toyota, BP, Ford and Honda. One thread some of these brands have in common is the products they make that can save consumers energy and money.
Despite the slumping economy, the survey found a majority of Americans believe that fighting climate change will give the economy a shot in the arm and expressed a growing interest in addressing the problem.
The survey also included about 2,000 people in the United Kingdom and China. Those who considered themselves worse off financially were only slightly less willing to commit to fighting climate change than others. Not surprisingly, the majority of those surveyed in all three countries are prepared to make changes to their lifestyle or dedicate extra time to address climate change, but few are willing to spend money on the issue.
[ Source: ClimateBiz ]