1.
2009 ImagePower
Green Brands
Beth Lester- Penn, Schoen & Berland Associates
Russ Meyer- Landor Associates
Annie Longsworth- Cohn&Wolfe

2.
2009 ImagePower Green Brands

3.
Current consumer thinking in context of
5 year’s worth of data
• Despite recession, all is not lost
• Consumers desiring value AND
values
• Leadership doesn’t demand
perfection

4.
Despite global recession,
all is not lost
Image courtesy of Tricky™(flickr)

5.
Consumers remain aware of
and concerned about environment
Don’t
Know
Economy Environment
Which concerns you more?

6.
And they are more optimistic that things
are going in the right direction compared
to 2008
Wrong direction Right direction

7.
76% will spend the same or more on
green products in the next year

8.
Consumers want values and
value
Image courtesy of hnix (flickr)

9.
Consumers seek less cost, more meaning
21/74
21/68
31/65
32/64
32/63
33/62

10.
Increasingly “green" is both differentiated
and relevant to consumers

11.
Household brands gaining
‘top-of-mind’-share

12.
Top 10 US Green Brands
2009
1. 6.
2. 7.
3. 8.
4. 9.
5. 10.

13.
Likely reasons for CPG rise
• “On-trend” – nesting at home/circling wagons
• Broad distribution
• Relatively low cost
• Significant marketing spend
• Synergy between products and corporate
activity
• Improvement in green product attributes and
delivery
52: What is the first company that comes to mind when you think of the most “green” brand today?

14.
Leadership doesn’t demand
perfection
Image courtesy of Robert S. Donovan (flickr)

15.
Brands are most trusted
after NGOs and individuals
8
23/73
5
26/72
48/49
51/46
52/45
53/42
56/40
59/38
65/33
8-15: How much do you trust each of the following entities to take significant actions to protect the environment?

16.
Spokespeople
Cultivating relationships with credible
outsiders helps build credibility
1 Intellectuals such as professors or authors 45
2 Activists 38
3 Politicians 23
4 Celebrities 21
Journalists 16
Corporate Executives 15
Other 9
None of the above 9
Don’t know 10
16
16: Who would be the most credible spokesperson to lead environmental change? Multiple Responses Permitted

17.
Obstacles that can be overcome

18.
One big opportunity – simple, clear labeling

19.
But it needs to be simple
and meaningful
62%
45%
79%
81%
83% wantgreen advertising helpful
findlooklabel that tells themmark
a for a certification
clear labels
full disclosure
that indicates greenness from
where their food comes

20.
As well as less and better packaging
397: What is more important when thinking about how products are packaged?

21.
Get the brand fundamentals right
Very Important / Not
Important Important
1 Offers Good Value 78 97/1
2 Is Trustworthy 75 96/2
3 Cares about Customers 68 95/3
Is Environmentally Conscious 45 86/13
Is Innovative 34 82/15
Has a Strong Brand 34 78/20
Is Best in its Category 31 82/16
Contributes to Charities and the Community 28 71/26
Is Distinctive 20 66/31
Is Dynamic 20 63/34

22.
Thank You
Penn, Schoen, Berland Esty Environmental Partners
Beth Lester Amy Longsworth
(202) 962-3042 (202) 386-7586
blester@ps-b.com amy@estyep.com
Landor Associates Cohn & Wolfe
Russ Meyer Annie Longsworth
(415) 365 - 3866 (415) 365-8521
russ.meyer@landor.com annie.longsworth@cohnwolfe.com