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The sustainability of a brand is playing an increasing role in consumer decisions, but based on a recent report from Change, most consumer perceptions don’t match the reality. Change, an innovative brand agency, compared brand sustainability numbers from Climate Counts (the reality) to survey data gathered from a survey of 2,032 American adults (the perception).
The result was a collection of very impressive brand maps that showed some pretty big misconceptions. You can read more to view the Food & Beverage Sector Map as well as some insights gained from the Map Change 2010 research.
Change looked at ten sectors: Food & Beverage, Apparel, Household, Internet/Software/Media, Electronics, Airlines, Hotels, Food Services, Consumer Shipping, and Banks. I’ve pulled the Food & Beverage sector map because it was the one with the most misconceptions in the initial release that I saw.
With the chart in front of you it becomes quickly obvious that brands like Kellogg’s (public perception rating of 81, but an actual rating of 42) has done a much better job marketing itself in this area than Unilever (public perception 32, actual rating 79). Smart brands need to consider this as an important area of branding and can’t neglect this as more and more consumers factor “sustainability” into their purchase decision.
There are a number of other interesting data points within the report so I encourage you to download the full documents at www.getmapchange.com.
I thought it was great to see that consumers think a brand is very sustainable, just because of other goodwill it’s built up. Case in point is Amazon.com which enjoys a hearty public perception of 60 but an abysmal actual score of 14. All those servers aren’t great for the planet, but without thinking about it most consumers assume the company is green. “I love Amazon, how could they be an unsustainable brand?” You saw that in a number of brands.
Based on the data Change was able to offer a number of insights:
Change is an innovation brand agency specializing in green innovation and a recent acquisition by Chicago based MaddockDouglas. You can get the full results of the research, including a full PDF download at www.getmapchange.com.