EC1 3.h - The branding of climate change

Branding can be used to motivate people to work towards a low-carbon economy and, by extension, embrace low-carbon products and policies. Branding techniques can provide the ideas, stories, myths and/or metaphors which lead people to action, and effective branding can build valuable business and policy assets. But what would be the most compelling branding concepts, and does the appeal vary by Canadians, English and Americans? A common theme is 'conserving mother nature', but perhaps other concepts would have greater mass appeal?

This report focuses on testing 6 different branding ideas, predominant in this subject area, to see how powerful people find them to be: 

- 'Beautiful nature'

- 'Positive human relationships'

- 'Empowering technical low-carbon solutions'

- 'Guilt-free luxury'

- 'Zen-like simplicity'

- 'Anti-consumerism'

Questions addressed

• Which of the six concepts tested faired best overall?
• How 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?
• 'Challenge your assumptions on how to market your low carbon product, 5 top tips based on international primary research data', presentation to SustainabilityLive! Conference, April 2010, slides 40, 42 - based on this data.
• 'When distance is dead, it pays to consider global patterns first', Article for December 2010 edition of Sustainable Business magazine.
   

A striking observation, from an analysis of the six environmental branding ideas tested in this research, is that while there are certainly differences in the relevance of the concepts to certain sub-groups of the population, there is little difference according to which country people come from.

Buy 'Climate Change Branding' Report

Choose License

Standard License $400.00 Corporate License $1,000.00 Standard (SB Discount) $340.00 Corporate (SB Discount) $850.00

• PRICES ARE IN CANADIAN $
• CURRENT DISCOUNT OFFER
  15% DISCOUNT FOR SUSTAINABLE BUSINESS MAGAZINE SUBSCRIBERS (FULL SUBSCRIPTION; NOT JUST DIGITAL) - £97 FOR UK SUBSCRIBERS; £112 FOR NON-UK SUBSCRIBERS:  SIGN-UP HERE
• REPORT DELIVERY
  WE WILL SEND YOUR REPORT WITHIN 24 HOURS OF PURCHASE. IF YOU CLAIM THE SUSTAINABLE BUSINESS DISCOUNT, WE WOULD CHECK THIS SUBSCRIPTION DURING THIS TIME.
• LICENCE ARRANGEMENTS
  A CORPORATE LICENCE IS APPLICABLE FOR ORGANIZATIONS FOR 1,000 PEOPLE OR MORE - MORE DETAILS HERE

Quotes:

"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 'zen-like simplicity' idea achieved a low rating. Taking respondents from all three countries together, this is the fifth out of the six rated environmental branding concepts - rated best, or equal best, by 26% of 'engaged' respondents."

View the Introduction & Contents pages of this section report.

CONTENTS; 112 pages