Measure, manage then communicate - the new mantra for green advertisers
There is a groundswell of consumer opinion about brands making ethical claims. Advertisers ignore it at their peril. According to recent studies:
almost 80% of Britons believe companies claim to be ethical to sell more products (Ipsos Mori Survey for SEE Potential)
80% of UK consumers also want to see more substantiation of green claims (Ipsos Mori Survey for SEE Potential)
60% of US respondents want more government regulation of green claims (2008 Green Gap Survey).