Brands not recognised for climate change efforts

by Louisa Barnett, Brand Republic 10-Jul-08, 13:00

LONDON - Seventy per cent of consumers cannot name one brand that is taking a lead on climate change, research has found.

Despite many businesses taking a leading role in tackling climate change in a predicted spend of £250m on advertising, consumers are failing to recognise their input, according to research carried out across the UK, France, the US and Germany by brand strategy and design consultancy Lippincott.

The survey, carried out in conjunction with The Climate Group, found that consumers are becoming increasingly committed to climate issues, but the belief that climate change will be halted is falling.

This profile of high commitment and low confidence is similar in the other countries surveyed.

With this increase in corporate and consumer commitment, the conclusion is that consumers are not finding the current messages compelling.

In particular, many consumers now demand substantial evidence to trust the claims made by businesses about green issues.

Simon Glynn, senior partner at Lippincott, said: "Consumers are looking to businesses to take a lead in reducing climate change, but most businesses are not yet connecting well with them. There are very different motivations, even among committed consumers. Businesses must be more coherent in how they appeal to each group, playing to the strengths of their brands.

"Today, it's the leaders in 'big carbon, as well as big retail, who are making the connection."

The leading green brands in the UK are Tesco, Marks & Spencer, BP, The Co-operative, and Eon.

Comments

Peter Hambly - 15/07/2008

The Carbon Trust agrees that business must be “more coherent” in how they appeal to audiences when communicating about climate change commitments. Our own recent research also shows that UK consumers mistrust business’ climate change claims but also that businesses are confused about what to really do to reduce emissions and improve efficiency. In response to this we’ve launched the Carbon Trust Standard – a clear way for organisations to prove they are tackling climate change and have made genuine reductions in their carbon emissions. It is our intention to address ‘greenwashing’ claims by giving businesses one, credible way to prove to customers that they have not only measured, but actually reduced their carbon emissions year-on-year without the use of offsetting. The Carbon Trust Standard is the only certification of its kind and has already been achieved by 12 brands leading the way in carbon management including: B&Q, Morrisons, Thames Water and Defra. We encourage more to get on board by visiting www.carbontruststandard.com Peter Hambly Carbon Trust