Green Marketing Lacks Distinction but Gains Mainstream Appeal
Tuesday, October 23rd, 2007A report by a The Climate Group, a U.K. non profit organization specializing in climate change, revels that consumers do not distinguish well between brands that have steped up to fight climate change. Though consumers say that they favor brands that have taken environmental action, in the US 74% of respondants could not produce a name without prompting.
The study that was conducted in the US and UK and asked consumers what corporations came to mind when thinking of leadership on climate change. In the U.S., GE, Toyota, BP, Ford, and Honda topped the list. In the UK, Tesco and BP topped the list.
If the list toppers are any indication, green marketing has become mainstream. Once the niche of such companies as Patagonia, Cliffbar, and Ben & Jerry’s Ice Cream, fighting climate change is appears to be less as quixotic with the big guys at the lead-and surely that is what it will take if any substantial change is going to occur.
