UK Grocers Reign Surpreme As 'Greenest Companies' in Tough Year for Green Brands
• Grocers take four of the top five places in this year’s WPP Green Brands 2009 report
• Sector devises ‘winning strategy’ as it successfully capitalises on a market driven by value and environmental credentials
22 July 2009 – Britain's leading supermarkets are overwhelmingly the ‘greenest’ brands in the UK, according to new research revealed today from WPP’s Landor Associates, Cohn & Wolfe and Penn, Schoen & Berland Associates (PSB).
The 2009 Green Brands report, which polled over 1,000 UK adults in June this year, is dominated by the country’s top grocers, who occupy four of the top five places in this year’s league table. Marks & Spencer, Sainsbury’s, Waitrose and Tesco all made the top five in the poll.
Within the sector, Sainsbury’s rose above Tesco to reach third position as Tesco slipped to fifth. Waitrose reached the top five for the first time. Marks & Spencer wins out as top of the category and the ‘greenest’ in the minds of consumers today.
Ian Wood, executive director from Landor said: “This year the grocers have retained their position at the very heart of the green agenda by continuing to demonstrate a commitment to sustainable business practices as well as empowering consumers to take sustainable decisions themselves.”
“Last week’s news that supermarkets have halved the carrier bags in circulation in the last two years is just one example of an initiative underway in the sector. Supermarkets are successfully giving consumers simple and achievable goals – and shoppers are responding enthusiastically to the challenge.”
Value Vs Green
The report shows that it has been an extremely tough year for ‘green’ brands. The economy overrides the environment as consumer’s main concern with 70 per cent of respondents more concerned about the economy than the environment. As a result of the downturn 70 per cent of consumers report they purchase on value and trust.
At the same time 88 per cent of shoppers perceive green products to be more expensive.
This indicates a huge challenge for companies keen to demonstrate their green credentials and at the same time grow their business.
Yet, despite the economic meltdown the report indicates that the environment remains an important consideration for many:
• Over three quarters (77 per cent) say it is important to them that a company is environmentally friendly
• Over a third (37 per cent) report they chose a product because it is environmentally conscious
• Shoppers are four times more likely to buy a product they can re-use or recycle
• Almost one in three (30 per cent) plan to spend more on ‘green’ products next year
Geoff Beattie, Head of Cohn & Wolfe’s Global Consultancy said: “Despite the requirement for brands in 2009 to show ‘value’ above all else, there is still a strong consumer appetite for green products. The opportunity is clear; a brand that can prove they are both green and value for money will be the ones that can win over today’s consumer. “
“The supermarkets have successfully capitalised on this trend with all four of the star performers focusing on value and sustainable practices. This is a winning strategy and one that should be noted by all brands with a sustainable message.”
A Sustainable Opportunity
WPP’s Green Brands 2009 provides clear guidelines to brands looking to communicate their green credentials against the backdrop of today’s economic environment:
• ‘Recycled’ and ‘recyclable’ are popular terms with consumers. They understand what they are buying and believe it to be beneficial. ‘Natural’ and ‘eco-friendly’ are also popular terms
• At the other end of the scale, ‘carbon neutral’ and ‘hybrid’ are much less popular perhaps because they are not as clearly understood by consumers
• Packaging is a key issue, 57 per cent buy products with less packaging
• NGOs and individuals are trusted sources of research
• Kite-marks are not taken seriously, instead consumers look for reduced packaging as the greatest sign that a brand is committed to sustainable practices
• The media is still a trusted source for shoppers
Geoff Beattie continues: “This year’s report provides a valuable road-map to brands looking to articulate their sustainable credentials. And the message is clear – keep it simple and direct. Simple initiatives and clear terminology will ensure brands can harness consumer enthusiasm and by doing so help support the Government to meet our stretching carbon reduction targets.”
Green Brands 2009
1. Body Shop
2. Marks & Spencer
3. Sainsbury’s
4. Waitrose
5. Tesco
6. E.ON
7. EDF
8. Google
9. Dove
10. Honda
Contacts:
Jo Swift
Cohn & Wolfe
Email: jo.swift@cohnwolfe.com
Tel: 020 7331 5476
Rose Jackson
Landor Associates
Email: rose.jackson@landor.com
Tel: +44 (0)20 7880 8443
Methodology
Penn, Schoen & Berland Associates (PSB) conducted 1,001 online interviews across the UK in June , 2009. The margin of error for the sample is +/- 2.49%. Respondents were screened to include only individuals aged 18 and over and respondents rated only those brands with which they were familiar.
About Cohn & Wolfe
Cohn & Wolfe is a strategic marketing public relations agency dedicated to creating, building and protecting the world’s most prolific brands. With offices in North America, Europe and Asia, the agency creates and implements powerful communications programs that help clients build their brands and their bottom lines.
The core areas of expertise include consumer, healthcare, technology and corporate communications. Cohn & Wolfe ranks number one by clients for creativity, media placement, client service, 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: www.cohnwolfe.com.
About Landor Associates
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 23 offices in 17 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 www.landor.com.
About Penn, Schoen & Berland Associates
Penn, Schoen and Berland Associates (PSB) is one of the leading providers of innovative research-based strategies for corporations, government leaders, and political campaigns around the world. Founded in 1975, PSB has offices in Washington, D.C., New York, London, Denver, and Seattle, and is part of the WPP Group, a multinational communications and consulting company that includes the largest group of research companies in the world.
PSB brings an extensive network and unique knowledge base to bear on communications issues. PSB uses experience and global reach to deliver unrivaled business and political insights.
PSB executes polling and message testing services in over 70 countries for Fortune®500 companies and major political campaigns to develop brand positioning, guide successful advertising campaigns, generate favourable publicity, and advise in crisis management decisions.
