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2010 ImagePower® Green Brands Survey

2010 ImagePower® Green Brands Survey

Feb 27 Mar 24

9,022 interviews

8 countries

3

Sustainable Brands need to lose their premium status IT’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

8

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

2009
15

2010

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

75

78

88

63

7997

97

93

Over 30% of all consumers plan to spend more on Green goods next year

35

31

41

31

35

82

81

73

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

25

Plan to spend the same

Plan to spend more

Hurdles to Green consumption vary by country

Cost is seen as the #1...
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