Spending lots of green on green ads equals more green

The Consumers, Brands and Climate Change 2008 report (PDF), confirms that those companies who invested heavily in ad campaigns about their involvement in reducing their carbon footprint, reaped financial returns. The research explores trends in consumer attitudes and buying behaviors to brands on climate change. For seven years, British Petroleum invested heavily in its “Beyond Petroleum” campaign. BP said that from 2000-2007, its brand awareness went from 4 percent to 67 percent and sales grew from $192 billion in 2004 to $266 billion by 2006.

Around 44% of people said they would definitely consider buying products or services from one retailer after reading its favorably green corporate stance. A favorable news story about that in the media pushed up the number of people who would consider buying products by 6 percentage points.

When presented with a clear choice, consumers tend to be more motivated by practical solutions that enable them to cut their individual carbon footprints (such as renewable energy, energy efficient light bulbs, “green” bank accounts, fuel efficient cars, appliances with automatic switch-off) over corporate statements and labels such as “carbon-neutral.”

Two-thirds of U.S. consumers (65 per cent) were unable to name a brand leading on the climate change issue, confirming that there is significant opportunity for brand leadership and connection with consumers on climate change. In addition, the research showed people look to mainstream brands–not niche green specialists–for climate solutions.