Landor Perspectives 2008 - Brands in the balance

Russ Meyer

For today’s consumers, being green is not a fad, but a seismic, long-term shift in self-definition and behavior.

Perspectives 2008 - Brands in the balance

Russ Meyer

For today’s consumers, being green is not a fad, but a seismic, long-term shift in self-definition and behavior

For the last two years, Landor Associates’ ImagePower® Green Brands Survey has examined consumer perceptions of environmentally conscious brands.

The most significant and surprising change we’ve found is in consumers’ definition of themselves as green. In 2006, fewer than one-third of consumers considered themselves green or expressed interest in green brands. In 2007, every consumer we surveyed self-identified as green to some extent.

In addition, more than one-third see themselves as active greens,...

WARC subscribers can sign in to keep reading

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands