2011 global ImagePower green brands survey by Penn Schoen Berland (PSB) reveals that despite economic concerns, consumers say they will spend more on green products in the coming year. Within the top ten U.S. brands, some emphasize green products and others focus on green corporate action. Worldwide, consumers identify television and the Internet as their primary sources of information for environmental issues

1. Green Brands,
Global Insight
2011
presented by:

2. © 2011 Landor Associates.
All rights reserved.
Landor Associates is one of the world’s
leading strategic brand consulting and
design firms. Landor is part of WPP, one
of the largest global communications
services companies. Visit us at landor.com.
This brochure was produced by
an FSC (Forest Stewardship
Council) Chain of Custody
supplier with Green-e certification and
membership in the EPA Green Power
FPO
Partners Leadership Club. It was printed
with the use of 100% renewable wind
energy credits and soy based ink. It is
printed on Green Seal certified paper,
which is manufactured entirely with wind
energy, contains 100% post-consumer
recycled fiber, and is process chlorine
free.

3. Green Brands,
Global Insight
Findings from the
2011 ImagePower
Green Brands Survey
Since 2006, Cohn Wolfe, Landor Associates, Globally, consumers report that it is Whoever Wrote This is a person in a
and Penn, Schoen Berland Associates have important for companies to be green. certain office at a company.
partnered to survey consumers on their
perceptions of the rapidly evolving “green” At least 77 percent of consumers in all seven There might be some more information
space. countries say it is somewhat or very important that we want to say about who helped
for a company to be green. But while many write this, and all the data collected.
This year’s Green Brands Survey is the largest: environmental beliefs and behaviors are shared
FPO
Maybe about the survey in general too.
Over 5,000 people in seven countries (Brazil, across different consumer cultures, others vary
China, France, Germany, India, the U.K. and widely. For example, consumers in Brazil, China,
U.S.) participated. This year we also collabo- and India report being more inclined to seek out
rated with Esty Environmental Partners, a green products and to favor companies they
corporate environmental strategy consulting consider green, while their counterparts in
firm, to develop the survey. France, Germany, the U.S., and U.K. are less
inclined to do so.
Key findings of the 2009 survey include:
Despite economic concerns, consumers say
• Globally, consumers report that it is important they will spend more on green products in
for companies to be green the coming year.
• Despite economic concerns, consumers say
they will spend more on green products in the Although most consumers are more concerned
coming year about the economy than the environment, India
• Consumers trust a variety of sources to inform and Brazil are the only two of the seven
their green purchase decisions countries in which consumers express more
• No company has established itself as a concern for the environment. In the U.S., 77
dominant global green brand, but many are percent of consumers communicated deeper
recognized in specific markets concern for the economy than the environment,
• Consumers expect companies to take which is unchanged from 2008. Meanwhile,
comprehensive environmental action China, India, and Brazil showed significant

4. Within the top ten U.S. brands,
some emphasize green products and
others focus on green corporate action.
FPO
1 3 5 7 9
    
2 4 6 8 10
support for additional spend: 73 percent of “As consumer demand for information and The growing value of a comprehensive approach
Chinese consumers say they will spend more, 78 knowledge on green increases, brands also to environmental strategy is reflected in a
percent of Indians say they’ll spend more, and need to become more sophisticated about company’s performance on brand attributes.
73 percent of Brazilians plan to increase their how they communicate their company and
green spend in the next year. products,” according to Annie Longsworth, “This year’s findings in both developed and
sustainability practice leader for Cohn Wolfe. developing countries reinforce consumers’
“With the global climate change discussion “Transparency is critical, as are credible desires to be green by using products that are
focused on what the major new economic spokespeople and authenticity, which can be green,” says Russ Meyer, chief strategy officer
powerhouses like China, India, and Brazil are demonstrated through product labeling and of Landor Associates. “However, we’re also
willing to do to control their emissions, those ingredient disclosure, among other strategies.” beginning to see a strong positive correlation
three countries stood out in our research as between greenness and more traditional brand
more interested in buying from environmentally No company has established itself as attributes like honesty and trustworthiness. This
friendly companies and more willing to spend a dominant global green brand, but many creates an incentive for global brands faced
on green products,” says Scott Siff, executive are recognized in specific markets. In order with the challenge of expanding the reach of
vice president of Penn, Schoen Berland to gauge which companies are communicating preexisting products while introducing green
Associates. “From a political perspective, this their green initiatives or values most effectively, ones, as the presence of one attribute can have
turns the assumptions about those countries on the survey asked participants in each country to a halo effect on others.” ■
FPO
their heads, and from a business perspective it rate a predetermined set of brands.
says the market for green branding and green
products may be even bigger than generally The results provide insight into the categories of
thought.” most importance to consumers in each country.
Interestingly, very few countries identified the
Consumers trust a variety of sources to same categories as the greenest, although
inform their green purchase decisions. personal care was in the top three for all
Worldwide, consumers identify television countries except China.
and the Internet as their primary sources
of information for environmental issues. And Consumers expect companies to take
respondents—especially those in developing comprehensive environmental action.
countries—say that they trust advertising to The survey also indicates that consumers have
inform them about green products. clear ideas about the steps that companies
should take to be viewed as green.
Internationally, consumer purchase decisions
are influenced by various divergent factors: “Reducing toxins leads the list of consumer
Consumers in France, Germany, and India priorities; the data also show that the public
are influenced by past experiences with holds companies accountable for good
a product, while recommendations from environmental behavior across the board,”
friends are effective in the U.S. and China, says Dan Esty, chairman of Esty Environmental
and editorial content is most persuasive in Partners. “Consumers expect companies to
the U.K. and Brazil. All countries agree that recycle, use energy efficiently, reduce packaging,
intellectuals (professors, writers) or activists are and pursue green innovation. To gain loyalty, a
the most credible spokespeople for environmen- company’s environmental strategy must be
tal change. comprehensive.”

5. Green
Brands
2011
RGB Values
0, 82, 136
90, 135, 197
245, 160, 26
117, 117, 117
AustrALIA brAZIL chInA FrAnce
1 Subway Natura 微软 Yves Rocher
2 Toyota O Boticário 苹果 L'Occitane
3 ALDI Ipê 华为 Veolia
4 IKEA Unilever 宏达 Belambra (VVF)
5 Woolworths Nestlé 联想 Ikea
6 Apple Petrobras 格力 Decathlon
7 Dove Bombril TCL Danone
8 IGA Johnson Johnson 大宝 Nivea
9 Kimberly Clark Avon 屈臣氏 Suez Environnement
10 Coles Hering 霸王 Leclerc
germAny IndIA u.K. u.s.
1 Alnatura Amul Body Shop Seventh Generation
2 LichtBlick Dabur Innocent Whole Foods Market
3 Frosch (Erdal Rex) Infosys Co-Op Tom’s of Maine
4 Tegut Taj Hotels Resorts and Palaces Marks Spencer Burt’s Bees
5 Edeka Britannia IKEA Trader Joe’s
6 Nordsee Suzlon Dove Walt Disney
7 Rewe Hindustan Unilever Sainsbury's SC Johnson
8 Dr. Oetker Wipro Waitrose Dove
9 Volkswagen Maruti Suzuki Fairy Apple
10 Henkel Godrej Consumer Products Morrisons Microsoft, Starbucks (TIE)
methodoLogy Penn Schoen Berland conducted 9,022 interviews in Australia, Brazil,
China, France, Germany, India, the United Kingdom, and the United States from
27 February to 24 March 2010. The margin of error was ±2.8% in the United Kingdom
and United States, ±2.9 in Germany, and ±3.0% everywhere else. Interviews were
conducted online among the general population, 18 and older. In Brazil, China, and India,
respondents were limited to Tier 1 cities. Brands were chosen from a predetermined set.

6. Something about the U.S. data being tracked
over the last five years, and the post-recession
levels of consumer opinion.
Do you think the state of the
environment in this country is
headed in the right direction,
or is it on the wrong track?
■ Right Direction ■ Wrong track ■ Undecided

7. In the next year, do you plan to spend more, less, or the
same amount on “green” products and services?
■ Spend more ■ Spend less ■ Spend the same ■ Undecided
How important is it to you that
a company is environmentally
friendly or is a “green” company?
9%
17%
15%
■ Very important
■ Somewhat important
■ Somewhat unimportant
■ Very unimportant
■ Undecided
56%

8. The global data would go here. we need to pick the questions.
     .. ..
29% 29% 22% 17%
34% 41% 6%
62% 1% 70% 53% 63% 53% 43% 8% 70% 77%
4% 8%
6% 4%
■ Environment ■ Economy ■ Undecided
When you about what brands to buy,
 think    .. ..
how important is it that a company is green?
34% 29%
41% 22% 17%
29%
6%
     43% ..
8% ..
1% 53%
8% 63% 70% 77%
62% 4% 70% 53%
5% 3% 6% 1% 9% 3% 1%4% 4% 6%
20% 19% 15%
16% 23% 13%
54% 39% 45% 52% 41% 48% 58% 40%
■ Environment ■ Economy ■ Undecided
57% 62% 54%

■ Very Important 
■ Somewhat Important ■ Somewhat Unimportant  Unimportant
  ■ Very .. ..
FPO
22% 17%
34% 29% 29%
41% 6%
What do you think about advertising for green products?
62% 1%
70% 53% 8% 63%
53%
43%
8%
70% 77%
4%
  6%
   4% .. ..
■ Environment ■ Economy ■ Undecided
5% 18% 15%
5% 27% 25%
2% 36% 4%
46% 43% 49% 81% 60% 62%
13% 13%
90% 80% 11% 15%
■ “Advertising about green products helps ■ “There is so much advertising about green ■ Undecided
consumers make informed purchase decisions products that it makes consumers tune out”
and understand the benefits of these products”
In the next year, do you plan to spend more, less,
or the same amount on green products or services?
     .. ..
3% 6% 10% 6% 5% 6% 7%
16% 19% 32% 13% 30%
73% 8% 73% 2% 41% 38% 47% 78% 4% 49% 39% 37%
15% 15% 18%
11%
■ Spend More ■ Spend Less ■ Spend the Same ■ Undecided

10. Webcast/Video Info Biographies
Rectisint quos moderator
Marc Gunther, Contributing Editor,
FORTUNE
modipsuntem facere, sinti nost, cuptat aut pos doluptatem
aliquam que si ut enis et, nonsequ issunte ctiust que dolo volupta-
Marc Gunther is a veteran journalist, speaker,
qui dus aut alicit oditis eictiorem. Ga. Itate pre, suntus id magnis et
writer and consultant whose focus is business
quuntotat etur sapit, nullates aces re pel ipsam ex esci sit, sinvel-
and sustainability. Marc is a contributing editor
laut optae none dis sit, simaxim ne dollant eture dolores
at FORTUNE magazine, a senior writer at
ectotaquia nis deratus et, conecta essitae peroviducil imagnimus,
Greenbiz.com, a lead blogger at The Energy Collective and a
voluptur sitam faccatu sciatiur? Qui occae name et litatiur, sandae-
contributor to HOW online. He’s also a husband and father, a lover
ssit f
of the outdoors and a marathon runner. Marc is the author or
Event URL? L.COM URL? co-author of four books, including Faith and Fortune: How
Compassionate Capitalism is Transforming American Business
(Crown 2004), and is the creator and co-chair of Brainstorm Green,
FORTUNE’s annual conference on business and the environment.
Marc also provides writing and consulting services to corporations
and nonprofit groups, including Environmental Defense Fund, the
PANELIST
Natural Resources Defense Council and Sony Corp. of America.
FPO
Amy Longsworth, Partner,
Esty Environmental Partners
PANELIST
Amy Longsworth is a partner at Esty Annie Longsworth, President, SF,
Environmental Partners, the strategy consult- Global Sustainability Practice Leader,
ing group specializing in environmental Cohn Wolfe
sustainability, where she heads the
Washington DC office. She has advised global clients across Annie Longsworth joined Cohn Wolfe in 2002
multiple industries, including beverage, personal care, apparel, and has helped establish the office in one of
and grocery. Amy leads the firm’s thinking on effective sustainabil- the world’s most influential business regions—
FPO
ity marketing, positioning, and communications, and has helped one that has spawned both the technology and green revolutions.
drive the work of the Sustainability Innovators Working Group to Annie is the senior counselor to Tom’s of Maine, Wellcore and
build best practice management tools for sustainability strategy Landor Associates. In March 2007, Annie launched a global
and execution. She has more than 20 years of experience in Sustainability practice devoted to communication strategies around
environmental strategy from both the NGO and business perspec- the topics of sustainability, alternative energy and environmental
tive. She was formerly Vice President for Corporate Programs at strategy. She is actively engaged as the communications partner for
The Nature Conservancy and holds a B.A. from Wesleyan and an sustainability programs with clients including Valvoline, Panasonic,
M.B.A. from Harvard. Naya Water and Tom’s of Maine, and has also worked with
American Express, Chevron and startup Tastybaby on their environ-
mental strategies. In December of 2008 Annie was
PANELIST
Mark Penn, CEO Worldwide, Burson-Marsteller CEO,
Penn Schoen Berland PANELIST
Russ Meyer, Chief Strategy Officer,
Mark Penn is worldwide President and CEO Landor Associates
of Burson-Marsteller, a leading global public
relations and public affairs agency, and CEO As the chief strategy officer for Landor
of Penn Schoen Berland, a strategic research Associates, Russ Meyer has led teams
firm. He has served as a senior adviser to and assisted in solving branding strategy
corporate leaders like Bill Gates, Steve Ballmer and identity problems for clients such as
and Bill Ford, and helped to elect over 25 leaders around the world, Andersen Consulting, Barclays Bank, Disney, DreamWorks, Hewlett-
including serving as senior adviser to President Bill Clinton, Packard, Intel, Microsoft, PepsiCo, and Procter Gamble. In
Secretary of State Hillary Rodham Clinton and UK Prime Minister addition, Russ has leveraged Landor’s expertise in mergers and
Tony Blair. His client relationships include Ford Motor Company, acquisitions assisting in the brand strategy and identity creation for
Merck, Verizon, BP, McDonald’s and Microsoft. Mark is also author high-profile mergers. He is the co-author of Beyond the Fourth Wall:
of the best-selling book “Microtrends”. Mark received an A.B. from Marketing for Non-Profit Theaters. Russ holds a BA from the
Harvard University where he also served as City Editor of the University of Minnesota, an MFA in design from Northwestern
Harvard Crimson. University, and an MA in management from the J.L. Kellogg
Graduate School of Management.

11. The 2011 ImagePower Green Brands Survey was sponsored by:
Cohn Wolfe (CW) is a strategic public relations agency dedicated to
creating, building and protecting the world’s most prolific brands. With
offices around the world, the agency is committed to breaking new
ground in the delivery of cross-channel media strategies, creative
programming, and practice area excellence. CW is recognized year after
year by clients and the industry for excellence in creativity, client service,
digital communications, media strategy, senior management and
strategic counsel. CW is a member of the Young Rubicam Brands
network within WPP, a world leader in advertising and marketing services.
For more information, visit cohnwolfe.com
Esty Environmental Partners (EEP) is a management consultancy
working with corporate clients to build high-impact environmental
strategies that create sustainable business value. EEP serves a range of
companies, from Fortune 500 to small business, in diverse industries
including apparel, financial services, industrial, and consumer packaged
goods. EEP clients are executives whose responsibilities include
corporate environmental affairs and sustainability, product line
management, facilities management, and the highest levels of company
or division general management. They engage EEP’s team of
experienced environmental and business professionals to help them
build core capabilities, innovate, and differentiate their companies
through environmental strategy. To learn more, please visit estyep.com.
Landor Associates is one of the world’s leading strategic brand
consulting and design firms. Pioneering many of the research, design,
and consulting methods that are now standard in the branding industry,
Landor partners with clients to drive business transformation and
performance by creating brands that are more innovative, progressive,
and dynamic than their competitors. With 21 offices in 16 countries,
Landor’s work spans the full breadth of branding services, including
brand positioning and architecture, naming and writing, corporate
identity and consumer packaging design, branded experience, brand
engagement, and digital branding. Landor is a member of the Young
Rubicam Brands network within WPP, a world leader in advertising and
marketing services. For more information, please visit landor.com.
Penn Schoen Berland (PSB) is a global research-based consultancy that
specializes in messaging and communications strategy for blue-chip
political, corporate and entertainment clients. PSB has over 30 years of
experience leveraging unique insights about public opinion to provide
clients with a competitive advantage. PSB executes polling and message
testing services for Fortune 100 corporations and have helped elect more
than 30 presidents and prime ministers around the world. Penn Schoen
Berland is a part of Young Rubicam Brands, a subsidiary of WPP, one of
the world’s leading communications services networks. More information
is available at psbresearch.com.