The growth of the green brand

Don't bother with green at your peril. Former American vice-president Al Gore has been putting a great spin on global warming with the Cannes Film Festival award winning, An Inconvenient Truth. He and loads of others have really missed the biggest of problems for the World; - the population doubling in ever decreasing time scales, but that is for another time.

This groundswell of awareness has led consumers to favour brands that have a green element in their culture and products.

According to WPP, American and British consumers perceive the top green brands to be; Toyota, Honda, Ikea, Body Shop, Aveda, Sub Zero. There is no real reason to suppose that these brands are seen any differently in other countries as the trends tend to be similar.

So how are these brands seen as being green? Consumers associate green brands with environmental conservation and sustainable business practices. They appeal to consumers who are more and more aware of the need to protect the environment.

Green brands boost sales and corporate image and are a point of attraction to clients and prospects.

You must however, act on the promise to be green. The increased awareness of Global warming means that
the punters are more likely to support a green company.

Corporations can no longer just say they offer fuel efficiency, organic foods, or energy efficient
products – it is now a cost of entry in many industries and corporations need to start thinking and planning strategies ahead.

Marketers must consider the next level of greenness such as ensuring their overall business practices are sustainable or that the products and services represents greenness in the bringing of items to the marketplace.

Strangely enough a study by the Hartman group indicates that the average greenie has no brand awareness! So companies that have spent years developing consumer confidence have the most to gain from the trend away from the mass market. As a result many companies not associated with the organic lifestyle have managed to capitalise on this new consumer base through product development and the acquisition of small wellness companies appearing under company banners.

Consumers believe that these are the things required for them to feel better. It's about choice- a real culture shift. We marketers need to be well aware that who makes the product- with what- and how are all questions that compete for consumer attention.

As big Al says and very pertinently may I add; it's time to go green now or risk your brand wilting in an arid wilderness. Nice one Al.