2010 ImagePower® Green Brands Survey
Feb 27 Mar 24
Sustainable Brands need to lose their premium statusIT’S THE ECONOMY STUPID
Which concerns you more, the economy or the environment?
79% of Americans are more concerned about the economy than the environment
Consumers in India and Brazil aremore concerned about the environment than the economy
76% of Americans say it is very important for companies to offer good value
Only 37% of Americans say it is very important forcompanies to be environmentally conscious
Do you believe green products cost more or less than comparable non-green products?
Most customers still see green as more expensive
82% of Americansbelieve that green products cost more
82 85 89 82 84 82 68 71
The perception that green products cost more continues in all countries
Consumers still want to go Green
Howimportant is it that the brands you buy are from an environmentally friendly company?
Over 60% of all consumers say it is somewhat or very important to buy Green
Over 30% of all consumers plan to spend more on Green goods next year
US consumers are in something of a holding pattern
35%will spend more on Green brands next year
-4% from 2009
44% will spend the same on Green brands next year
+7% from 2009
Consumers rate IKEA as a Top Ten Green Brand showing Green canequal Value to consumers
Sustainable Brands need to respond to cultural nuances
Greater growth in Green brand spending among consumers in developing countries
Over 70% of consumers in China,India and Brazil plan to spend more on Green products next year
Plan to spend the same
Plan to spend more
Hurdles to Green consumption vary by country
Cost is seen as the #1...