Kantar's TNS has come up with a Green Gauge to measure how
environmentally friendly consumers perceive a brand to be and the
results may surprise you. Why, for example, should washing
powder/liquid outperform cleaning products? Why should paper
products and cars be greener than confectionery and crisps?
The answer lies in the brands from which category scores are
derived. Cars and detergents are not the most obviously green
products but many of the manufacturers in these industries go to
great lengths to promote their green efforts. This is not the case
for confectionery or crisps. It is clear that consumers'
perceptions can be influenced by brands that make an effort to
create a green persona.
We also tend to judge our own national brands as being greener,
regardless of their environmental credentials. In the airline
category, for example, the highest scoring brand is nearly always
the national carrier. For the most part, budget brands have low
Green Gauge scores and that is true of Ryanair. But Ryanair goes
further, it has the lowest score of all the brands in all the
categories. Ryanair's often provocative approach to customers has
negatively influenced its green reputation. Yet Ryanair is the most
fuel efficient airline of all, measured in fuel used per passenger
mile. This illustrates how consumers, in the absence of the facts,
will use how they feel about a brand to judge whether or not it is
Where a consumer likes a brand, desirability can give brands a
green aura. Certain brands score particularly high on the TNS Green
Gauge relative to their category and market share. In the UK these
'green stars' are: Innocent, The Body Shop and Virgin Atlantic.
To read more about the Green Gauge, download the full TNS UK
'Green Shoots' report below or from the TNS UK website.
Source : Kantar TNS