2008 ImagePower(R) Green Brands China Survey Indicates the Environment and Global Warming are of Higher Concern than the Economy; Chinese Consumers Identify Top Ten Greenest Brands
SAN FRANCISCO, Sept. 19 /Xinhua-PRNewswire/ -- Survey data presented today at the Economist Conferences’ Fifth China Branding Roundtable in Beijing indicate that 31 percent of Chinese consumers identify the environment as a higher priority than the economy, a percentage that is significantly higher than consumers in the US and slightly higher than consumers in the UK. In similar research conducted earlier this year by the same team, 17 percent of US consumers and 28 percent of UK consumers selected the environment as higher priority than the economy.
The research, conducted by WPP (Nasdaq: WPPGY) agencies Landor Associates, Cohn & Wolfe, and Penn, Schoen & Berland Associates (PSB), is being presented by Russ Meyer, Landor Associates’ Chief Strategy Officer.
“This is the first round of Green Brands research we’ve conducted in China, and we have found the results fascinating,” said Annie Longsworth, Cohn & Wolfe’s Global Sustainability Practice Leader. “The results indicate that Chinese consumers are highly conscious of the state of the environment and are eager to play an active role in affecting not only their own behaviors, but also those of Chinese regulators and businesses.”
Chinese consumers say that their environmental concerns influence their purchasing intent: 69 percent expect to spend more money on green products in the coming year. This contrasts markedly with the US, where only 38 percent of consumers expect to increase their spending on green products in 2009, and the UK where just 33 percent will spend more.
Aligned with the finding that spending increases on environmentally-friendly products as they get closer to your body, Chinese consumers plan to spend more on cleaning supplies and white goods, as well as cosmetics and body care.
The way that Chinese consumers think about environmentalism seems tied to broader concerns about corporations, rather than specific practices such as recycling or using renewable energy sources.
“Chinese consumers want to do business with green companies,” said Tatt Chen, Vice President of Asia-Pacific for Penn, Schoen & Berland Associates. “In general, the more green a company is perceived to be, the more they think it is honest and trustworthy, innovative, has high quality products and services, and provides safe working conditions. Chinese consumers don’t expect companies to fix all the environmental problems, but they do want to hear how companies are being good green citizens.
Chinese consumers consider Technology, Electronics and Financial Services to be “greenest” industries, while Grocery and Energy are at the bottom of the list.
When asked what it means to be a “green brand,” Chinese consumers prioritize trustworthiness, being environmentally conscious and working to cut pollution and waste as the three top indicators. In order to gauge which brands are communicating their green initiatives or values most effectively, the survey asked participants to rank the greenest brands.
1. Haier
2. Baidu
3. Lenovo
4. CMB Bank
5. Microsoft
6. Apple
7. Google
8. NOKIA
9. Sina
10. Sohu
“When you compare the results from this survey to those we’ve done in the US and the UK, it’s remarkable how aligned consumers are on a global level,” said Russ Meyer, Chief Strategy Officer for Landor Associates. “This provides great direction to companies planning to develop global sustainability solutions that help both their business and the environment.”
The ImagePower(R) Green Brands Survey is conducted annually to gauge consumer perceptions of the “green climate” globally.
About Landor
Landor Associates is one of the world’s leading strategic brand and design consultancies. Founded by Walter Landor in 1941, Landor pioneered many of the research, design and consulting methods that are now standard in the branding industry. Partnering with clients, Landor drives business transformation and performance by creating brands that are more innovative, progressive and dynamic than their competitors.
Landor’s holistic approach to branding is a balance of rigorous, business-driven thinking and exceptional creativity. Its work spans the full breadth of branding services, including brand research and valuation, brand positioning and architecture, naming and writing, corporate identity and consumer packaging design, branded experience, brand equity management, brand engagement and digital branding.
With 24 offices in 18 countries, Landor’s current and past clients include some of the world’s most powerful brands, including BP, Cathay Pacific, Citi, Danone, Delta, Diageo, Emaar Properties, FedEx, Frito-Lay, the City of Hong Kong, HSBC, LG Group, Marriott Hotels & Resorts, Microsoft, Procter & Gamble and PepsiCo.
Landor is part of WPP, one of the world’s largest global communications services companies.
For more information, please visit http://www.landor.com .
About Cohn & Wolfe
Cohn & Wolfe is a strategic public relations agency dedicated to creating, building and protecting the world’s most prolific brands. With offices around the world, the agency is committed to breaking new ground in the delivery of cross-channel media strategies, creative programming, and practice area excellence.
Cohn & Wolfe is recognized year after year by clients and the industry for excellence in creativity, client service, digital communications, media strategy, senior management and strategic counsel. Cohn & Wolfe also consistently ranks among the top “Best Agencies to Work For” in an annual, industry-wide employee survey. For more information, visit: http://www.cohnwolfe.com . Cohn & Wolfe is part of WPP Group plc (Nasdaq: WPPGY), one of the world’s largest services groups.
About Penn, Schoen & Berland Associates
Penn, Schoen and Berland Associates (PSB) is a market research and strategic communications consultancy with over 30 years of experience in leveraging unique insights about consumer opinion to provide clients with a competitive advantage -- what we call Winning Knowledge(TM). Using a powerful hybrid approach developed from our high-profile work in the corporate, political, and NGO contexts, PSB is a trusted top advisor to Corporate CEOs and national leaders around the world. For more information, visit: http://www.psbresearch.com .
