Growing Significance Of Green As A Branding Characteristic


We're going to need our readers' help to understand these world-wide survey results. What's up with China and Spain for example?

More than half of global consumers (53 percent/representing 1.1 billion people) prefer to purchase products and services from a company with a strong environmental reputation, according to a new global survey.

The global survey, sponsored by TANDBERG and conducted by Ipsos MORI, interviewed 16,823 consumers in 15 countries in order to examine consumer and worker environmental attitudes and behavior. The TANDBERG study surveyed respondents in Australia, Brazil, Canada, China, France, Great Britain, Germany, Italy, Japan, the Netherlands, Norway, Russia, Spain, Sweden and the United States.

In addition, the survey revealed that not only is a company's environmental reputation a clear preference for its customers, but also for its employees. In fact, eight in ten workers surveyed globally said they would prefer to work for an environmentally ethical organization.

This bar chart is even more mystifying. The survey question for this one was getting at which entities, government vs individual vs businesses should take responsibility for action to mitigate climate change. The US, which gets stereotyped as a highly individualistic, free-market driven, entrepreneurial culture has a pretty typical response compared to Japan and Brazil. Are the surveyed citizens of these two outlier countries reflecting relatively low trust in government or businesses; or, is it something else?


For the full Tandberg survey report click here (pdf file - registration required, but free)

Via::SustainableBusiness, "Consumers Ready to Reward Pro-Environmental Corporate Brands at the Checkout Line", Image credits:: Tandberg survey report.

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