Public concern about the environment is widespread and growing, and there are huge gains to be made by brands who have strong green credentials in the minds of the public.
Consumers’ views of a brand’s green credentials are impressionistic however; a composite of clues picked up from packaging and advertising, mixed in with media reports and how they feel about the brand generally.
TNS UK recently conducted a major survey to investigate this phenomenon. We asked consumers in 7 European Markets to rank consumer brands from 15 categories against each other in terms of how eco-friendly they saw them. The research revealed a mismatch between how ‘green’ consumers view some brands and how environmentally friendly their practices actually are.
Download the brochure to see our findings. This brochure draws on our vast experience researching issues around driving behaviour change and sustainability, informed by the work of our Political and Social research teams.