Green
The objective of Brand Stewardship in a Greener Marketplace
- Understand consumer associations, connections, and relationships between different types of issues
- Navigate the consumer mindset on “environmental issues”
- Understand different consumer groups based on orientation, involvement, and size
- Ultimately, know how your brand measures up in consumers’ minds in the area of environmental issues and responsibilities
Consumer awareness of global warming and environmental issues has reached a tipping point
- What is important to consumers now?
- How is your brand addressing this?
Do you want to learn how consumers view the “green” landscape? Or what are “environmental issues” in their minds?
Uncover consumer language and find common threads
- E.g., “green”—“global warming” or
“healthy”—“organic”—“expensive”
- Reveal the nature or type of associations likely to be triggered by language used
Identify power words/phrases
- Words that have high impact or touch on many other issues
- Cautions and red flags—words that have negative or very specific meanings for consumers
What are the message elements your brand should employ?
- Consumer understanding levels vary
- People do not readily make the connections between causes and effects
- Especially when the effects are indirect or pass through a chain of causes
- Consumer understanding of the issues is often fragmented and many topics are not yet grasped as full ideas
- Consumer knowledge and attitudes are evolving right now and the language is transforming
- Some issues are better known than others and some may be more useful than others in talking to your customers about
- Consumer knowledge may be inadequate but consumer concern can have powerful consequences
Discover a way to talk ‘green’ about your brand using concepts the consumer will value
Become a core sponsor in this ground breaking study that uses the latest research techniques to understand consumers and how they think on these important global issues
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