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UK Insights

The Green Gauge

Desiree Lopez


Consumer Green 26.03.2014 / 13:54

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Ranking how environmentally friendly a brand is, with surprising results

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 eco-friendly.

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

Editor's Notes

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