In a study by Kantar company, TNS, researchers have uncovered
five top tips to help brands to grow their green credentials.
- Empower consumers: More information would lead to more positive
green choices but we have neither the time nor inclination to
research everyday products prior to purchase. Information needs to
be simple and easily accessible, with behavioural evidence on
what works driving action.. Whilst individual companies can do a
lot in this area, in some categories, there may be a role for
governments and regulators to provide a framework of comparable,
easy to understand labelling that is subject to independent
- Manage choice: Consumers' evident desire to help the
environment is an invitation to companies to take the lead by
managing the choice available.
- Align the objectives: We want products that meet our needs:
cleaning products that remove dirt and stains; cars that are
reliable. And we do not want to sacrifice efficiency for a higher
- Change the rules: The UK's Walkers crisps has re-shaped
consumers' expectations in a category that has poor Green Gauge
scores, by emphasising local provenance in its
- Green in heart and mind: An eco-positioning is not always
necessary for a brand to build green credentials. Nike talks to its
customers about its green activities in a way that is consistent
with the brand: strong, determined and purposeful. But they avoid
the language of the environmentalist, choosing to use the phrase
'better world' rather than sustainability.
For more information, download the full 'Green Shoots' report
below or from the TNS UK website.
Source : Kantar TNS