The dos and don’ts of green branding

Guy Champniss
Havas Media

None of us is a stranger to the terms “global warming” and “climate change”, but there is often little clear communication, education and explanation of these phenomena. To explore how consumer perceptions of climate change are affecting businesses - and look certain do so more in the future - Havas Media undertook a significant piece of primary, international research.

Working in nine markets (the US, UK, France, Spain, Brazil, Germany, China, India and Mexico), this research explored consumer perception at three levels:  

  • climate change itself;
  • climate change in respect to key sectors;
  • its impact on leading brands within those sectors.