May 7, 2007—The results of the 2007 ImagePower Green Brands Survey, conducted by WPP’s Landor Associates, Penn, Schoen & Berland Associates and Cohn & Wolfe, was released in the United States and United Kingdom.
The survey findings indicate a shift in the US’s collective consciousness — green is no longer an issue marginalized to fanatical environmentalists; nearly all Americans display green attitudes and behaviors versus a year ago.
The survey was conducted by PSB’s Internet Surveys Groups (ISG) and represents a sample of the American and British populations for their respective perceptions of green and its effect on branding and marketing. The survey also found that 40 percent of the US population feels that the leading issue driving concern around the environment is global warming, while 20 percent blame themselves for the state of the environment.
A similar survey conducted in 2006 indicated that most US consumers were unfamiliar with the concept of green and how their actions affected the environment. The results of the 2007 survey, however, not only show how Americans’ attitudes have changed, but also bring to the forefront business imperatives for corporations currently in the green space, or considering entry.
No longer can corporations just say they offer fuel-efficient vehicles, organic foods or energy-efficient products — it is now a cost of entry in many industries and corporations need to begin thinking ahead, according to the survey. Corporations must consider the next level of greenness such as ensuring their overall business practices are sustainable and that the greenness at the supermarket or car dealership represents greenness in bringing the item to market.
Penn, Schoen and Berland Associates, Inc. conducted 1504 interviews on the Internet among US general population between April 6 and April 8, 2007 and 1,525 interviews among the UK general population. For more information, see the Web site.
