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 in this sphere? 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?
  • What cultural differences are shown in the rating of these concepts?
  • 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?
  • 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?

Buy 'Branding Climate Change' Report

Choose License

  • PRICES ARE IN CANADIAN $
  • CURRENT DISCOUNT OFFER
    15% DISCOUNT FOR SUSTAINABLE BUSINESS MAGAZINE SUBSCRIBERS (FULL SUBSCRIPTION; NOT JUST DIGITAL) - £97 FOR UK SUBSCRIBERS; £115 FOR NON-UK SUBSCRIBERS:  SIGN-UP HERE
  • SENDING YOUR REPORT
    AS SOON AS YOU BUY, YOU WILL RECEIVE A RECEIPT OF PURCHASE BY EMAIL. 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."

Download a Free Summary Report with examples of the charts and tables included in the full paid report. The full paid report also includes a 'Key Insights' section providing commentary on the findings.