Ecopinion No. 3: Branding Green but Seeing Red
The third EcoPinion Survey focuses on branding; how companies and utilities prove and talk about their level of environmental commitment to the consumer and, conversely, the level of awareness of consumers around these brands. The survey results provide further evidence of a green gap between consumers and brands/companies who are in the in the renewable and green energy space but have virtually no brand recognition. In addition, some well recognized brands spending a good amount of money in promoting sustainability or renewable energy are not receiving recognition from consumers; their message is falling flat. We also see that consumers have very clear ideas about what qualities and activities are most important to a company or corporation trying to be an environmental leader, and a better understanding of why some of the brands may be missing their mark.