Companies Need to Invest in "Green" Before Talking Green, Says Survey


EcoAlign, a strategic marketing agency focused on energy and the environment and an affiliate of DEFG LLC, has just released the results of the third EcoPinion survey on green brands and brand messaging.

The third EcoPinion Survey highlights the fact that very few brands have any resonance in the market for green products and services. Consumers largely have a neutral, wait-and-see stance on company commitments and leadership on renewable energy, energy efficiency and the environment.

"There is a great opportunity to become a green brand leader with the right commitment and marketing approach," says Andrea Fabbri, COO and chief marketing officer. "But the current emphasis on public relations and advertising is not going to do it alone."

Findings from the EcoPinion Survey Report include:

1. 54% of consumers could not name, on an unaided basis, a company who supplied renewable or "green" energy.

2. 71% of respondents were not familiar, on an aided basis, with ten "pure play" companies in the renewable and green energy space.

3. When asked about how committed respondents thought their electric utilities are to promoting or providing renewable energy or energy efficiency, ratings were about evenly split: 31% thought not at all committed, 36% were neutral and 33% rated the commitment level "7" or higher on a 10-point scale.

4. Respondents were then shown a mix of 12 companies representing various industries and asked which they thought were most committed to using or providing renewable energy. GE dominated with 81% while Toyota was second at 65%.

5. 77% of consumers think that an energy-efficient or green operational model is the single most important quality of a corporation trying to be an environmental leader.

6. Respondents were asked to rate their familiarity with various terms. 71% rated their level of familiarity "8-10" with the term "energy efficiency," versus only 53% for "going green."

A copy of the full EcoPinion report is available at no charge by visiting EcoAlign's website at www.ecoalign.com.

For more information on DEFG, please visit www.defgllc.com.

source: CSRwire.com




Comments Off

Deals of the Week

Get $150 Off PR News' Social Media Conference

 Social_Media_Conference_180x150_ep
At PR News’ Social Media Conference, taking place October 9 at New York City’s Grand Hyatt, you will receive instruction from experienced social media communicators and take away practical knowledge that you can put to work right away as soon as you return to the office.

Use code “150off” at checkout.

Get $50 off PR News' Media Relations Guidebook


book-mediarelations-180x150

This 8-chapter resource contains practical implications for some of the most innovative developments in media relations, including the technologies, methodologies and mannerisms that determine the ecosystem in which PR pros practice this essential part of their craft.

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.