Consumers are now demonstrating a smarter attitude when it comes to going green and are even showing an interest in sectors such as auto, energy and technology according to a survey.
The study of 9,000 people in eight countries found that household products had the highest adoption rates of consumer goods according to WPP companies Cohn and Wolfe, Landor Associates and Penn Schoen Berland who carried out the study in partnership with Esty Environmental Partners.
Online interviews were held between April 2, to May 3 in Australia, Brazil, China, France, Germany, India, the U.K and the U.S.
The way people perceived green products shifted, with consumers thinking beyond products they would put into their body or on their body.
Russ Meyer, the chief strategic officer at Landor Associates said: “Consumers are really getting wiser about green brands. You look at the first study, and there are brands that were there because their logo was green. Today, when you look at the top five brands in the U. S. survey, consumers have been able to sort out the ones that have been solidly green from birth.”
There was a clear distinction in what areas had more importance to the countries surveyed. The economy was more of a concern to developed countries, while developing countries and Germany felt the environment was more important.
That doesn’t mean that developed countries aren’t aware of environmental issues that plague the world. There is more concern this year than last year about the environment with a lot of those surveyed believing that the planet is on the wrong track to tackling issues such as climate change and reducing carbon emissions.
Concerns were again split with China, France, Germany and the UK more worried about energy use and toxic the most compared to the other half of countries who ranked climate change as their top worry. Brazil was the only country to tie both climate change and use of chemicals and toxics.
Results also showed that people are willing to buy more environmentally friendly products from the auto, technology and energy sector. Brazil, China and India ranked cars as their top purchase, whilst France and the U. S. opted for technology. Australia tied automotive, technology and energy products and consumers in the U. K. placed technology and energy at the top of their list.
In terms of buying green products there was also a split between the developed and developing countries. Whilst cost was a challenge for those buying into eco-friendly products in developed countries, developing nations found that labeling and selection was much more important.
Globally known companies didn’t make it into the top five greenest brands in the U. S to which Meyer said: “I find it an interesting split.” The big brands that ranked from five to ten included Walt Disney Co., S. C. Johnson, Dove and Apple. Starbucks and Microsoft were tied at number 10.
Meyer questioned whether they were “getting a halo from being a big brand.” He also pointed out that “big brands tend to get credit for a lot of things that aren’t necessarily in their sweet spot. The thing is, if you’ve got that perception, you’d better be able to live up to that and demonstrate you’re worthy of that credit.”
Although sectors such as auto, energy and technology were included within the survey, more corporate industries such as finance, investments and forestry are thriving in the current climate given the rise of the emerging markets in Brazil, Russia, India and China.
Businesses know that taking a green approach in the way they operate is vital what with endless work being done to tackle environmental issues. Global Forestry Investments is a prime example of zoning in on the timber and teak industry and guaranteeing not only returns, but also making sure that the land invested in will remain forest land for its foreseeable future.
Global Forestry Investments is an active member of Ethical Junction, learn more