The Branding of Climate Change - An international quantitative investigation into the power of 6 branding concepts used within 'green marketing': Environmental Choices 3.h
 

This report is about how branding can be used to motivate people to work towards a low-carbon economy and, by extension, embrace low-carbon products and services. Branding techniques can provide the ideas, stories, myths and/or metaphors which are effective in getting people to act, and effective branding can build valuable business and policy assets, but what would be the most compelling branding concepts in this sphere? The most commonly associated idea of ‘preserving mother nature’, or perhaps other ideas that might seem less obvious?
The report focuses on testing 6 different branding ideas predominant in this subject area to see how powerful people find them to be.
Concepts Tested
• ‘Empowering technical low-carbon solutions’
• ‘Positive Human Relationships’
• ‘Zen-like Simplicity’
• ‘Guilt-free Luxury’
• ‘Beautiful Nature’
• ‘Anti-Consumerism’
Questions addressed
• Which of the six concepts tested faired best overall?
• What cultural differences are shown in the rating of these concepts?
• How do differently do Climate Citizens, Mild Greens, and Sceptics & Uninvolveds rate the six concepts?
• Can particular sub-groups in society be identified as being more aligned to each of the concepts?
• What implications does this research have for policy makers responsible for motivating the public to action regarding climate change or businesses involved in the low-carbon economy?
Quote:
“The vast majority of people (95%) are engaged with at least one of the environmental branding ideas presented - with the remaining 5% thinking that they all have ‘little’ or ‘no appeal’.”

The Environmental Choices™ syndicated survey was conducted from 25th September to 3rd October 2008. Fieldwork for the study was conducted online in native language by Research Now plc, amongst nationally representative samples of a minimum of 1,000 people in each of Canada, England and the USA - 3,156 respondents in all. 
 

 Section Title Page
 1.1 Introduction 3
 1.2 Key Insights 14
 2.0 Methodology 19
 3.0 Report Results 20
 3.1 Attitudinal Personality Clusters 21
 3.2 Introduction to the different Branding Concepts 24
 3.3 Rating & Engagement with Branding Concepts 32
 3.4 In-depth analysis of each Branding Concept 48
 3.4.i An explanation of the different types of analysis used 49
 3.4.ii Overall Rating 1st – Concept C 53
 3.4.iii Overall Rating 2nd – Concept B 62
 3.4.iv Overall Rating 3rd – Concept A 71
 3.4.v Overall Rating 4th – Concept F 80
 3.4.vi Overall Rating 5th – Concept E 89
 3.4.vii Overall Rating 6th – Concept D 98
 4.0 Further Analysis 107
 6.0 Survey Release Outline 111
 7.0 Addendum 112