NEW YORK (23 October 2012) – In a marketplace
where claims of green and organic products have become ubiquitous,
the threat of being labeled a greenwasher constantly looms. As a
consequence, brands are challenged with delivering both practice
and communication. Released today, results of the 2012 ImagePower Green Brands Survey, conducted
by Landor Associates, a brand consulting and design firm, and Penn Schoen
Berland (PSB), a research and communication firm, measures
consumer perceptions of green brands and corporate environmental
sustainability practices. The results of this year’s survey also
make up the
2012 Newsweek Green Brands Ranking’s “reputation
score” and uncover four brand segments:
- Unsung Heroes: Brands with strong green
practices, but little public awareness
- Free Passers: Brands with limited green
practices, but strong brand halos that drive their green
reputation
- Losers: Brands with limited green practices
that are publicly recognized for these limitations
- Winners: Brands with strong green practices
that are publicly acknowledged
The Newsweek reputation score is based on the 2012
ImagePower Green Brands Survey, which was conducted as an online
poll of 8,743 Americans 18 and older. The data was weighted to
ensure a representative sample of the U.S. population. The study
has an overall margin of error of +/-1.05%. Each respondent was
randomly assigned a selection of 13–15 major brands with which they
were familiar on questions pertaining to qualities of the brand and
its green behavior. Data were collected about the largest 215 U.S.
consumer-facing brands and 36 major foreign consumer brands. The
reputation score was calculated based on these responses.
“The four distinct brand segments we uncovered give valuable
insight into the connection, or lack thereof, between brand
behaviors and consumer perceptions. We know that brands can no
longer act in quiet isolation, which is why gauging how consumers
perceive their initiatives is so important,” explains Alex
Braun, vice president of Penn Schoen Berland.
As in previous years, the survey also provides a ranking of the
brands based purely on consumer perceptions. The 2012 top 10
ImagePower green brands are:
The brands were measured across a wide array of general and
environmental attributes, including “strong brand,” “high quality,”
“good value,” “is a green company,” “is an environmental leader,”
and “has environmentally friendly products.” Consumers also
provided insight into their green purchasing habits and their
perception of brand packaging and the impact of green
advertising.
“While interest in green across categories will only grow in the
years ahead, this survey illustrates how much confusion still
remains in the public mindset as to who and what qualifies as a
green brand. This is why brands that can authentically speak to and
deliver on the promise of sustainability will ultimately realize
both social and economic gain in the foreseeable future,” says Hayes
Roth, chief marketing officer of Landor Associates.
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For More Information
Mindy Romero
212-614-5261
mindy.romero@landor.com
About Landor
Landor Associates is one of the world’s leading strategic brand
consulting and design firms. Founded by Walter Landor in 1941,
Landor pioneered many of the research, design, and consulting
methods that are now standard in the branding industry. Partnering
with clients, Landor drives business transformation and performance
by creating brands that are more innovative, progressive, and
dynamic than their competitors.
Landor’s holistic approach to branding is a balance of rigorous,
business-driven thinking and exceptional creativity. Its work spans
the full breadth of branding services, including brand research and
valuation, brand positioning and architecture, naming and writing,
corporate identity and consumer packaging design, branded
experience, brand equity management, brand engagement, and digital
branding.
With 24 offices in 18 countries, Landor’s current and past
clients include some of the world’s most powerful brands, including
BlackBerry, Citi, the Council on Foreign Relations, Diageo, Hilton
Hotels, HP, Jet Airways, Microsoft, MillerCoors, Panasonic, PGA of
America, Procter & Gamble, Taj Hotels Resorts and Palaces, and
Verizon.
Landor is a member of the Young & Rubicam Group network
within WPP, the world's largest marketing and communications
firm.
For more information, please visit Landor.com.
About Penn Schoen Berland
Penn Schoen Berland (PSB) is a global research-based
strategic communication advisory that brings the lessons learnt
from its campaign trails into the boardroom to help companies
negotiate some of their toughest corporate image and corporate
affairs challenges. For over 30 years PSB has used research to
leverage unique insights about public opinion, to give our clients
a competitive edge. PSB serves Fortune 100 corporations, leading
Hollywood studios, and has helped elect over 30 presidents and
prime ministers around the world.
PSB is a part of Young & Rubicam Group and WPP; more
information is available on PSBresearch.com.
About Newsweek
The Newsweek/Daily Beast Company LLC formed in February 2011 when
the revered print brand and the thriving young news site completed
their merger, bringing together the warp speed 24/7 website with
the depth, analysis, and investigative power of a great print
magazine. The combined operation now attracts over 15.2 million
unique online visitors a month and the magazine reaches 14 million
readers across America, and millions more through its international
editions.
The Daily Beast was founded in 2008 as the vision of Tina
Brown and IAC Chairman Barry Diller. Curated to avoid information
overload, the site is dedicated to breaking news and sharp
commentary. After the merger, the Daily Beast became the
online home of Newsweek magazine, which has served as the
world’s preeminent conversation starter since its founding in 1933.
Tina Brown, former editor of Vanity Fair, the New
Yorker, and Talk, serves as editor-in-chief of both
publications.