Global Deck

July 2009
Background

Esty Environmental Partners is pleased to join with

WPP companies Cohn & Wolfe, Landor Associates,
and Penn, Schoen & Berland who since 2006 have
been surveying consumers on their perceptions of
the rapidly evolving “green” space with the
ImagePower Green Brands Survey.
This year’s survey is the largest – with over 5,000
people in seven countries participating.
This deck begins to explain the results – with
topline findings and global trends highlighted.
However, it only begins to tell the story, so feel free
to contact us with any questions or comments.

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Findings

Methodology

Top line findings by country

Global Outlook

About Us

2009 ImagePower Green Brands Survey 3

Methodology
5,756 online interviews were conducted in the U.S., U.K., China, India,
Brazil, France, and Germany from May 4 - June 13, 2009. Results are
broken out as follows:

 US: N=1,001, Margin of error = ± 3.1%

 UK: N=1,002, Margin of error = ± 3.1%
 FR: N=751, Margin of error = ± 3.6%
 DE: N=751, Margin of error = ± 3.6%
 CN: N=750, Margin of error = ± 3.6%
 IN: N=751, Margin of error = ± 3.6%
 BR: N=750, Margin of error = ± 3.6%

Interviews were conducted online among general population, 18+. In

Brazil, China, and India, respondents were limited to tier one cities.

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 Top line Findings by Country

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Brazil
Deforestation is the major concern: 48% of the
population considers deforestation the country’s
most important green issue, a concern shared only
with India
Putting their money where their mouth is:
More than half the population is more concerned
about the environment than the economy, and 73%
say they will spend more money on green products
in the next year. Those who plan to spend more say
they’ll spend up to 37% more.
Media matters: The Internet is the biggest source
of information about environmental activities, and
Brazilians are most influenced by articles they read,
not by advertising.

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China

Fewer consumers think the environment is

headed in the right direction: 62% of Chinese
consumers think the state of the environment in
their country is headed in the right direction; in the
same study in 2008, 89% of the population
believed the same.
Being an environmentally friendly company is
top priority: 97% of consumers think it’s
somewhat or very important for companies to be
green, which means, for the majority, a reduction
in the amount of toxic or other dangerous
substances in products and business processes.

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France
Environment in danger, but so is the economy:
50% of the population say the state of the environment
in France is on the wrong track, but only 41% think it’s
a greater concern than the economy.
Ready for action: 91% of respondents say they would
be somewhat likely or very likely to participate in their
workplace’s environmental programs.
Corporations must clean up their acts: An
impeccable corporate reputation is now required and it
has a significant impact on brand perception. Reducing
the amount of toxins or other dangerous substances in
its products and business processes is most important
for a corporation to be considered green, as processes,
more than claims, are verifiable.

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Germany

The global recession is strongly influencing

green purchase behavior: More than two thirds
(77%) of consumers think that it is important for a
company to be green, yet only 32 percent plan to
spend more on green products and services in the
next year.

Green commands high customer loyalty: Prior

experiences with a green product are the strongest
driver of purchase intent.

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India
Indians would love to spend more on green
products but don’t know how: 78% of Indians say
they plan to spend more on green products in the next
year, but 69% say that the biggest challenge to making
green purchases is a limited selection, and 65% say that
green products are difficult to find.
Today more Indians are concerned about the
environment than the economy: When asked
whether they are more concerned about the economy or
the environment, 53% of Indians choose the economy.
Indian consumers are receptive to advertising
about green products: 81% say that advertising helps
consumers make informed decisions; Indians’ purchase
decisions on green products are most impacted by
television.

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United Kingdom
Price proves challenging: Consumers say the biggest
challenge to them purchasing green items is by far the
belief they are too expensive.
Brands battle perceptions in some categories:
While people believe Sainsbury’s is the greenest
supermarket and the biggest improver of green
practices, they are more likely to purchase from Tesco.
Similarly, energy is an increasing concern and while
consumers acknowledged the strides energy companies
have made, purchase intent from those brands is still
low.
Companies need to be more than green: Being
green will only drive wide scale consumer behavior if
you can also demonstrate value and communicate in
personal terms to your customers.

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United States
All is not lost in current economic climate: Despite
the economic downturn, consumers remain interested in
purchasing green products and purchasing products
from companies they believe are environmentally
responsible.
Consumers want value and values: Consumers are
challenged in their green purchasing by what they view
as higher pricing, confusing labeling, and lack of
sufficient information. At the same time, they place high
value on companies that are “environmentally
conscious,” ranking that attribute fourth after “offers
good value,” “trustworthiness,” and “cares about its
customers.”
Make green obvious and easy: Consumers look for
green certification marks and labels to tell them whether
a product is “green,” and they pay attention to
environmentally-related advertising.

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 Global Outlook

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The global economic crisis affects everyone; only India
and Brazil are more concerned with the environment

Which concerns you more?

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Consumers in developed countries think green products are too
expensive while consumers in developing countries have limited
selections to choose from

What do you think are the biggest

US UK France Germany China India Brazil
challenges to purchasing green products or
services?
Multiple Responses Permitted
They are too expensive 64 69 77 58 46 45 55
There is a limited selection of items from
which to choose
47 49 45 34 58 69 69

They are difficult to find (i.e., in specialty

stores rather than mainstream stores)
30 29 31 30 36 65 63

The green labeling or product

information is confusing or not 25 32 34 38 66 42 39
trustworthy
They are difficult to identify because
they are poorly labeled
21 32 39 32 57 44 48

They are of low quality / do not function

as well as traditional products
17 16 8 8 25 16 6

The idea of green products is not

important to me
3 3 0 3 0 0 0
Other / Don’t know 9 6 5 9 0 3 3

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 Consumer spending in developing countries is
expected to increase.

In the next year, do you plan to spend more, the same amount, or less on “green” products?

Less More

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Plans to spend 30% or more on green range
from 8% in the U.K. to 38% in Brazil

In percentage terms, how much more are you planning to spend on green products?
*Asked of those who said “More”

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Overwhelmingly, consumers want to buy
products from green companies…
When you think about what brands you buy, how important is it that a company is environmentally
friendly or is a “green” company?
19/77

20/77

10/89

22/77

3/97

1/98

5/93

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Brazil, the UK, and France don’t think the state of the
environment is on the right track; the rest of the countries do

Do you think the state of the environment in this country is headed in the right direction or is it
on the wrong track?

Wrong Right
Track Direction

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Additional survey insights include:

The most important steps brands can take to be

perceived as green by consumers
The media sources of most influence for both
gathering environmental information and for
making green purchase decisions
The brand values consumer consider of most
importance when making purchase decisions
The types of green products consumers expect to
spend more money on in the coming year
Perceptions around packaging, and the role
packaging plays in consumer choice
The importance of “green’ in the workplace
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 About Us

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 Amy Longsworth
Esty Environmental (202) 365-6638
Partners amy@estyep.com
Esty Environmental Partners (EEP) is a management
consultancy working with corporate clients to build high-
impact environmental strategies that create sustainable
business value. EEP serves a range of
companies, from Fortune 500 to small business, in
diverse industries including apparel, financial services,
industrial, and consumer packaged goods. EEP clients
are executives whose responsibilities include corporate
environmental affairs and sustainability, product line
management, facilities management, and the highest
levels of company or division general management.
They engage EEP’s team of experienced environmental
and business professionals to help them build core
capabilities, innovate, and differentiate their companies
through environmental strategy. To learn more, please
visit www.EstyEP.com.

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 Russ Meyer
(415) 365-3866
Landor Associates russ.meyer@landor.com
Landor Associates is one of the world’s leading strategic brand consulting and
design firms. 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 18 countries, Landor’s current and past clients include some
of the world’s most powerful brands, including BlackBerry, Citi, the Council on
Foreign Relations, Diageo, Hilton Hotels, Hewlett-Packard, Jet Airways,
Microsoft, MillerCoors, Panasonic, the PGA of America, Procter & Gamble, Taj
Hotels Resorts and Palaces, and Verizon.
Landor is part of WPP, one of the world’s largest global communications
services companies.

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 Beth Lester
(202) 962-3042
Penn, Schoen & Berland blester@ps-b.com

Penn, Schoen & Berland Associates, a unit of the

WPP group (NASDAQ = WPPGY) is a global
research-based consultancy that specializes in
messaging and communications strategy for blue-
chip political, corporate and entertainment clients.
We have over 30 years of experience in leveraging
unique insights about consumer opinion to provide
clients with a competitive advantage - what we call
Winning Knowledge™. PSB executes polling and
message testing services for Fortune 100
corporations and has helped elect more than 30
presidents and prime ministers around the world.
More information is available at
www.psbresearch.com.

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 Annie Longsworth
(415) 365-8521
Cohn & Wolfe annie.longsworth@cohnwolfe.com
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: www.cohnwolfe.com. Cohn
& Wolfe is part of WPP (Nasdaq: WPPGY), one of the
world's largest communications services group.

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 Thank You!

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