2. BACKGROUND
For the past seven years, the ImagePower®
Green Brands Survey has analyzed
consumer perceptions of green products
and corporate brands.
WPP companies Cohn & Wolfe, Landor
Associates, and Penn Schoen Berland,
in partnership with corporate environmental
strategy consultancy, Esty Environmental
Partners, conducted the research
and analysis.

3. BACKGROUND
The 2011 survey is the largest ever—with
over 9,000 people in eight countries.
This deck presents top-line U.S findings and
trends. However, it only begins to tell the
story—to learn more please contact us.

4. Methodology

5. METHODOLOGY
1,200 online interviews conducted in the U.S.
from April 2–May 3, 2011.
The margin of error is ± 2.8.

6. U.S. Key Findings

7. U.S. KEY FINDINGS
The Green Brands
Survey answers
several important
questions…

8. U.S. KEY FINDINGS
Do U.S. consumers care about environmental
sustainability when they choose a brand,
product or service?
How have U.S. consumers’ perceptions of
“green” changed from previous years?
What consumer perception challenges must
companies overcome in the green space?
Do consumer perceptions of how different
industries address sustainability vary?

9. U.S. KEY FINDINGS
How do consumers expect corporations
and the government to address
sustainability challenges?
What type of green information do
customers look for?
What brands do consumers think are
green and why?

10. U.S. KEY FINDINGS
Companies built around meeting
environmental needs top the 2011
green brands list.
The top green brands have made sustainability
fundamental to their branding.
They also sell “in me” and “on me” products.

11. U.S. KEY FINDINGS
Concern about the state of the environment has
rebounded to pre-recession levels and consumers
want to buy green, but price remains a hurdle.
More than 50% of consumers think the environment
is on the wrong track—more than in the previous
two years.
73% say it is important to buy from green companies.
Price perception remains a challenge; 62% of
consumers see cost as the biggest barrier to
buying green products.
65% believe green products cost over 10% more,
but only 22% are willing to pay that premium.

12. U.S. KEY FINDINGS
Consumers are most likely to buy
green personal care, grocery and
household products.
Consumers say they plan to buy more
green technology, retail and automotive
products in the coming year.

13. U.S. Detailed Data and
Top 10 Green Brands List

14. U.S. DETAILED DATA AND TOP 10 GREEN BRANDS LIST
Companies built around meeting
environmental needs lead the pack;
more broad-based brands follow.
How “green” would you consider this brand to be?
Brands ranked based on percentage of respondents who chose 8-10
on a 1-10 point scale, where 10 means the brand is more "green."
1 Seventh Generation 6 Walt Disney
2 Whole Foods Market 7 SC Johnson
3 Tom’s of Maine 8 Dove
4 Burt’s Bees 9 Apple
5 Trader Joe’s 10 Microsoft, Starbucks (TIE)

15. U.S. DETAILED DATA AND TOP 10 GREEN BRANDS LIST
What makes a green brand?
Consumers cite green products, corporate
actions, and values.
You said that you consider (BRAND) to be one of the greenest
brands we've asked you about. Why?
“They are very forthcoming in their work to keep environmental impact to a
1 Seventh Generation minimum in their products and in their company”
“It is my impression that they are committed across the board to selling organic
foods grown under green conditions, that they are concerned about the carbon
2 Whole Foods Market footprints of their products in terms of purchasing local or regional foods, and that
they emphasize recycling, minimization of energy consumption, etc.”
“Their products are all natural and their packaging is made from recycled materials.
3 Tom’s of Maine They also use sustainable practices in their business.”
“Because all of their products are natural and organic. They care about the
4 Burt’s Bees environment which is reflected in their packaging and products.”
“They are concerned about their suppliers being green, they are always advertising
5 Trader Joe’s sustainable products and they really seem to care”

16. U.S. DETAILED DATA AND TOP 10 GREEN BRANDS LIST
Varying parent-subsidiary relative
green rankings reflect different
branding approaches.
PARENT SUBSIDIARY
Colgate-Palmolive Tom’s of Maine
Clorox Burt’s Bees
Unilever Dove
Johnson & Johnson Aveeno
Procter & Gamble Olay
n Brand ranked higher than parent/subsidiary based on percentage
of respondents who chose 8-10 on a 1-10 point scale, where 10
means the brand is more "green."

17. U.S. DETAILED DATA AND TOP 10 GREEN BRANDS LIST
Many top 20 green brands are in personal
care, grocery, and household products
industries.
Industry Ranking 1 2 3 4 5 6
Johnson & Colgate-
PERSONAL CARE Tom’s of Maine Burt’s Bees Dove Aveeno
Johnson Palmolive
GROCERY Whole Foods Trader Joe’s Safeway Publix
HOUSEHOLD Seventh
PRODUCTS SC Johnson P&G
Generation
RETAIL IKEA Walmart Target
TECH Apple Microsoft
AUTO Toyota
HOTELS &
HOSPITALITY Walt Disney
PACKAGED FOOD
& BEVERAGE Nestle
QUICK SERVICE
RESTAURANTS Starbucks
ENERGY
MOBILE SERVICE
PROVIDER

18. U.S. DETAILED DATA AND TOP 10 GREEN BRANDS LIST
Consumers are also most likely to buy
green grocery, household, and personal
care products. Tech, retail, and auto are
poised to grow.
What types of "green" products or services do you intend to Industry poised for growth - Greatest
purchase this year? Please select all that apply. difference between “have purchased” and
“intend to purchase”
What types of "green" products or services have you
purchased in the last year? Please select all that apply.
53%
Grocery 53
45
Household Products 49
37
Personal Care 35
33
Packaged Foods and Beverage 31
27
Energy 24
22
Retail 16
22
Technology 14
15
Quick Service Restaurants (Fast Food) 12
8
Hotels/Hospitality 7
12
Automotive 6
8
Mobile provider service 5

19. U.S. DETAILED DATA AND TOP 10 GREEN BRANDS LIST
73% of US consumers say it is very or
somewhat important to buy from green
companies, approximately same number
as the past three years.
When you think about what brands to buy, how
important is it to you that a company is environmentally
friendly or is a "green" company?
2009 2010 2011
n Very important n Somewhat important n Somewhat unimportant n Very unimportant n Undecided

20. U.S. DETAILED DATA AND TOP 10 GREEN BRANDS LIST
However, other attributes are
more important.
Companies can have different priorities. How important is it to you
that a company is the following when choosing to purchase their
products or services? Shows % ranking “very important”
Offers good value 74%
Is responsible 71
Is reliable 71
Offers high-quality products or services 66
Is trustworthy 66
Cares about its customers 65
Has a strong brand 40
Is environmentally conscious 38
Is innovative 33
Is best in its category 33
Is green 31
Local 25
Contributes to charities and the community 21
Is distinctive 19
Is dynamic 18

21. U.S. DETAILED DATA AND TOP 10 GREEN BRANDS LIST
There is a positive correlation between
green and key brand attributes except value
—the most important trait.
Below is a list of phrases which could be used to describe (BRAND). How “green” would you consider this brand to be?
Please indicate how well you feel each describes (BRAND). Analyzed % of respondents who chose 8-10 on
Analyzed % of respondents who chose “completely or a 1-10 point scale, where 10 means the brand
somewhat describes.” is more "green."
TOP 6 BRAND ATTRIBUTES SIGNIFICANT POSITIVE CORRELATION WITH GREEN
1. Offers good value x
2. Is responsible ü
2. Is reliable ü
4. Offers high-quality products or services ü
4. Is trustworthy ü
6. Cares about customers ü

22. U.S. DETAILED DATA AND TOP 10 GREEN BRANDS LIST
62% see cost as the biggest hurdle to
buying green products. Almost half also
see limited selection as a challenge.
What do you think are the biggest challenges to purchasing
green products or services? Please select all that apply.
They are too expensive 62%
There is a limited selection of items from which to choose 44
They are difficult to find (i.e., in specialty stores rather than
23
mainstream stores)
The green labeling or product information is confusing or not
22
trustworthy
They are difficult to identify because they are poorly labeled 17
They are of low quality/ do not function as well as traditional
13
products
Don't Know / No Response 10
The idea of green products is not important to me 4

23. U.S. DETAILED DATA AND TOP 10 GREEN BRANDS LIST
Most consumers believe green products
cost more, but few are willing to pay
a premium.
How much more do you think And how much more are you
green products cost than willing to spend on a product
comparable non-green products? because it is green?
n Not willing to spend more
n Up to 10% more
n 11-20% more
n 21-30% more
n Over 30% more
n Undecided

24. U.S. DETAILED DATA AND TOP 10 GREEN BRANDS LIST
Consumers want more information about
ingredients, safety testing, sources of
food, and clearer green labeling.
Now please take a look at the following list of possible requirements your
government could put in place. Please rate each initiative in terms of
importance, where "1" means the initiative is not at all important to you, and
"10" means the initiative is extremely important to you.
Showing % of respondents who chose 8-10 .
Disclosure of all materialsoand aterials
and
ingredients
in
products
Disclosure
f
all
m ingredients in products 66
Labels that tell where our afood comes tfrom
More
food
nd
product
safety
es5ng
61
More food and productosafetyomes
from
Labels
that
tell
where
ur
food
c testing 61
Green product labels that are easier to understand
Green
product
labels
that
are
easier
to
understand
60
Companies must recycleust
recycle
product
packaging
Companies
m product packaging 58
Companies must take back products—such as
Companies
must
take
back
products,
such
as
electronics,
at
the
end
of
their
useful
life
57
electronics—at the end of their useful life
Labels that tell theLabels
that
tell
the
environmental
impact
of
tproduct
environmental impact of the he
product
48
Information that explains a
product
was
manufactured
Informa5on
that
explains
how
how a product was 47
manufactured
Labels that tell the carbon the
carbon
footprint
of
tproduct
Labels
that
tell
footprint of the he
product
43

25. U.S. DETAILED DATA AND TOP 10 GREEN BRANDS LIST
Consumers look for a certification mark to
tell if a product is green.
How do you decide for yourself that a product is "green"?
I
look
for
lookpecific
cer5fica5on
mark
I a
s for a specific certification mark 45%
(like Green Seal or USDA Certified Organic)
Based
on
the
packaging
Based on the packaging 15
From
what
I
read
Iaread aboutnd/or
From what
bout
it
a it and/or 12
hear about it in the media
Based
on
adver5sements
Based on advertisements 6
Company
website/
reputa5on
Company website/ reputation 4
It
just
sjust seems "green"
It eems
"green"
2
Based
on
the
the name
Based on name
2
Based
on
what
my
friends/
family
tell
telle
Based on what my friends/ family m me 2
It
is
a
green
color
It is a green color 1

26. U.S. DETAILED DATA AND TOP 10 GREEN BRANDS LIST
Most consumers trust advertising to
inform them about green products
Which of the following statements do you
agree with more?
n There is so much advertising
about green products that
consumers just tune it out.
n Advertising about green products
helps consumers make more
informed purchase decisions
and understand the benefits
of these products.

27. U.S. DETAILED DATA AND TOP 10 GREEN BRANDS LIST
The percentage of consumers who think
the environment is on the right track is at
a three year low
Do you think the state of the environment in this country is
headed in the right direction or is it on the wrong track?
n Wrong direction n Right track n Undecided

28. U.S. DETAILED DATA AND TOP 10 GREEN BRANDS LIST
45% of consumers say that the private
sector should support green innovation
If you were to choose one, which
would you choose to support
green innovation?
n The private sector
n The government

29. U.S. DETAILED DATA AND TOP 10 GREEN BRANDS LIST
74% of respondents think the government
should support more green innovation
Do you think your government should
support more or less green innovation
than it does now?
n Much more
n Somewhat more
n Somewhat less
n Much less
n Undecided

30. About Us

31. ABOUT US
Annie Longsworth
COHN & WOLFE
(415) 365-8521
annie.longsworth@cohnwolfe.com
Cohn & Wolfe is a strategic public relations agency dedicated to creating,
building and protecting the world’s most prolific brands. With offices
around the world, the agency is committed to breaking new ground in the
delivery of cross-channel media strategies, creative programming, and
practice area excellence.
Cohn & Wolfe is recognized year after year by clients and the industry for
excellence in creativity, client service, digital communications, media
strategy, senior management and strategic counsel. Cohn & Wolfe also
consistently ranks among the top “Best Agencies to Work For” in an
annual, industry-wide employee survey. For more information, visit:
www.cohnwolfe.com. Cohn & Wolfe is part of WPP (Nasdaq: WPPGY),
one of the world’s largest communications services group.

32. ABOUT US
Amy Longsworth
ESTY ENVIRONMENTAL PARTNERS
(202) 365-6638
amy@estyep.com
Esty Environmental Partners (EEP) is a management
consultancy working with corporate clients to build high-
impact environmental strategies that create sustainable
business value. EEP serves a range of companies, from
Fortune 500 to small business, in diverse industries
including apparel, financial services, industrial, and
consumer packaged goods. EEP clients are executives
whose responsibilities include corporate environmental
affairs and sustainability, product line management, facilities
management, and the highest levels of company or division
general management. They engage EEP’s team of
experienced environmental and business professionals to
help them build core capabilities, innovate, and differentiate
their companies through environmental strategy. To learn
more, please visit www.EstyEP.com.

33. ABOUT US
Russ Meyer
LANDOR
(415) 365-3866
russ.meyer@landor.com
Landor Associates is one of the world’s leading strategic brand consulting
and design firms. Founded by Walter Landor in 1941, Landor pioneered
many of the research, design, and consulting methods that are now
standard in the branding industry. Partnering with clients, Landor drives
business transformation and performance by creating brands that are
more innovative, progressive, and dynamic than their competitors.
Landor’s holistic approach to branding is a balance of rigorous, business-
driven thinking and exceptional creativity. Its work spans the full breadth
of branding services, including brand research and valuation, brand
positioning and architecture, naming and writing, corporate identity and
consumer packaging design, branded experience, brand equity
management, brand engagement, and digital branding.

34. ABOUT US
Russ Meyer
LANDOR
(415) 365-3866
russ.meyer@landor.com
With 21 offices in 16 countries, Landor’s current and past clients include
some of the world’s most powerful brands, including BlackBerry, Citi, the
Council on Foreign Relations, Diageo, Hilton Hotels, HP, Jet Airways,
Microsoft, MillerCoors, Panasonic, PGA of America, Procter & Gamble,
Taj Hotels Resorts and Palaces, and Verizon.
Landor is a member of the Young & Rubicam Brands network within WPP,
one of the world's largest marketing and communications firms.
For more information, please visit landor.com.

35. ABOUT US
Dave Hughes
PENN SCHOEN BERLAND
(619) 709-4043
dhughes@ps-b.com
Penn Schoen Berland is a global research-based consultancy that
specializes in messaging and communications strategy for blue-chip
political, corporate and entertainment clients. PSB has over 30 years of
experience leveraging unique insights about public opinion to provide
clients with a competitive advantage. PSB executes polling and message
testing services for Fortune 100 corporations and have helped elect more
than 30 presidents and prime ministers around the world. Penn Schoen
Berland is a part of Young & Rubicam Brands, a subsidiary of WPP, one
of the world’s leading communications services networks. More
information is available at www.psbresearch.com.