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Home > By DEPARTMENTS > Sales and Marketing > Marketing Management > Branding for Marketing Impact

Brands Looked To for Sustainable Climate Solutions

Consumers feel more strongly that companies and their brands should be finding climate solutions compared to governments.

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Reality check for Sustainability Leadership and Consumer Expectations

Consumers, in fact, are relying on brands to take responsibility for reducing the impact of climate change as governments fail to make progress, according to research by Havas Media.

Consumers call on brands to lead the charge in finding solutions for climate problems

Although climate change is a major global issue, significant divisions emerge in popular attitudes at local levels:
  • 79% of consumers would rather buy from companies doing their best to reduce their impact on the environment – this is most marked in China and Brazil, but least in the UK and US
  • 89% of people are likely to buy more green goods in the next 12 months
  • 35% are willing to pay a premium for green goods
  • 74% of consumers feel they can actively contribute to solving Climate Change – this figure is higher in developing countries, but lower in developed countries
  • Only 11% of respondents strongly feel their respective government is doing enough to tackle Climate Change

In two thirds of the markets researched (UK, US, Mexico, Brazil, Germany and France) people felt more strongly that companies and their brands should be finding solutions compared to the government.

The research paints a picture of a world that has given up on its elected leaders’ abilities to combat the problem, with only 11% of all respondents agreeing strongly that their governments are doing enough to arrest climate change.



Edited by Carolyn Allen, owner/editor of California Green Solutions
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