New Survey Conducted Indicates Green is No Longer a Marginalized Issue in the United States

Research From Three Leading WPP Companies Reveals Americans Consider

Themselves Leading Cause in Global Warming

May 01, 2007, 01:00 ET from Landor Associates

    NEW YORK, May 1 /PRNewswire/ -- The results of the 2007 ImagePower(R)
 Green Brands Survey, conducted by WPP's Landor Associates, Penn, Schoen &
 Berland (PSB) Associates and Cohn & Wolfe (C&W), were released today in the
 United States and United Kingdom. The survey findings indicate a shift in
 the U.S.'s collective consciousness -- green is no longer an issue
 marginalized to fanatical environmentalists; nearly all Americans display
 green attitudes and behaviors versus a year ago. The survey was conducted
 by PSB's Internet Surveys Groups (ISG) and represents a sample of the
 American and British populations for their respective perceptions of green
 and its effect on branding and marketing. The survey also found that 40% of
 the U.S. population feels that the leading issue driving concern around the
 environment is global warming, while 20% blame themselves for the state of
 the environment.
     A similar survey conducted in 2006 indicated that most U.S. consumers
 were unfamiliar with the concept of green and how their actions affected
 the environment. The results of the 2007 survey, however, not only show how
 Americans' attitudes have changed, but also bring to the forefront business
 imperatives for corporations currently in the green space, or considering
 entry. No longer can corporations just say they offer fuel-efficient
 vehicles, organic foods or energy-efficient products -- it is now a cost of
 entry in many industries and corporations need to begin thinking ahead.
 Corporations must consider the next level of greenness such as ensuring
 their overall business practices are sustainable and that the greenness at
 the supermarket or car dealership represents greenness in bringing the item
 to market.
     "Consumers have woken up to the environmental consequences of their
 purchase decisions, and are changing their behavior to ensure they limit
 their negative impacts on our environment," said Russ Meyer, Chief Strategy
 Officer of Landor Associates. [0]"The survey indicates that consumers are
 demanding more green products and business practices, but the challenge
 will be for companies to effectively navigate through this evolving
 consumer landscape to ensure their sustainability practices are seen as
 more than just lip service."
     When asked what their perceptions were of green brands, respondents
 said they are often seen as better quality, though at a higher cost. This
 perception of green equating premium is one that makes good business sense
 for anyone considering entering the space. The good news for Whole Foods,
 Toyota and Sub-Zero (ranked among the greenest of the green) is that even
 non-users are more likely to use green brands and consider them the next
 time they make a purchase.
     In addition to surveying participants on their beliefs of what
 constitutes a "green practice" and which brands are most adept at executing
 green strategies, the survey also categorized participants' levels of
 involvement into shades of green, or green attitudes. The result of this
 segmentation is that all Americans exhibit some sort of green attitudes and
 behaviors. The difference in behaviors can best be seen at their extremes,
 by "Muted Green" and "Active Green" participants. Muted Greens are not
 convinced that the environment is in trouble and make the minimum effort to
 support environmental change, while Active Greens believe taking care of
 the environment is society's responsibility and are doing everything they
 can to make a long-term impact on their environment.
     "We found that being green is universal, but personal definitions of
 green tend to vary. Consumers want and feel the need to exhibit green
 attitudes and behavior to one degree or another," said Tom Agan Managing
 Director of Penn, Schoen and Berland Associates. "Americans feel the need
 to take more action whether it's through limiting our eco-footprint,
 embracing companies and brands practicing sustainability and eco-friendly
 practices, or limiting our energy consumption."
     That green is no longer viewed as exclusively a concern of the
 "granola" or "tree hugging" population indicates one of the greatest shifts
 in the United States in recent history. However, respondents to this survey
 place some of the burden and responsibility to rectify the situation on
 government agencies and politicians.
     Annie Longsworth, EVP and Managing Director of Cohn & Wolfe San
 Francisco said, "The results of this survey should be a call to action to
 all major corporations as consumers are becoming increasingly cognizant of
 what makes green sense and are being drawn to those that are incorporating
 smart strategies. In the categories considered laggards in green by
 consumers, like online technology, travel and petroleum, it is imperative
 that green practices are effectively communicated in order to build and
 retain customer loyalty."
     Penn, Schoen and Berland Associates, Inc. conducted 1504 interviews on
 the Internet among US general population between April 6 and April 8, 2007
 and 1,525 interviews among the UK general population. Respondents were
 screened to meet the following criteria: Age 18 or over, gender, age, and
 region was weighted based on US and UK census information, respondents
 rated only the brands that they were familiar with.
     Top 10 Green Brands:
     1. Whole Foods
     2. Wild Oats
     3. Trader Joe's
     4. Toyota
     5. Honda
     6. Sub Zero
     7. Ikea
     8. Body Shop
     9. GE
     10. Aveda
     About Landor Associates
     Landor Associates is one of the world's leading strategic brand and
 design consultancies. Founded by Walter Landor in 1941, Landor pioneered
 many of the research, design and consulting methods that are now standard
 in the branding industry. Partnering with clients, Landor drives business
 transformation and performance by creating brands that are more innovative,
 progressive and dynamic than their competitors.
     Landor's holistic approach to branding is a balance of rigorous,
 business-driven thinking and exceptional creativity. Its work spans the
 full breadth of branding services, including brand research and valuation,
 brand positioning and architecture, naming and writing, corporate identity
 and consumer packaging design, branded experience, brand equity management,
 brand engagement and digital branding.
     With 22 offices in 17 countries, Landor's current and past clients
 include some of the world's most powerful brands, such as BP, Cathay
 Pacific, Delta, Diageo, Emaar Properties, FedEx, Frito-Lay, Hyatt Hotels,
 the City of Hong Kong, LG Group, Microsoft, Numico, Procter & Gamble,
 PepsiCo and Telefonica.
     Landor is part of WPP, one of the world's largest global communications
 services companies.
     About Penn, Shoen & Berland Associates
     Penn, Schoen and Berland Associates (PSB) has nearly 30 years of
 experience in leveraging consumer opinion to provide clients with a
 competitive advantage, or more simply -- providing clients with Winning
     PSB brings an extensive network and unique knowledge base to bear on
 communications issues. PSB uses experience and global reach to deliver
 unrivaled business and political insights.
     PSB executes polling and message testing services in over 70 countries
 for Fortune(R)500 companies and major political campaigns to develop brand
 positioning, guide successful advertising campaigns, generate favorable
 publicity, and advise in crisis management decisions.
     About Cohn & Wolfe
     Cohn & Wolfe is a strategic marketing public relations agency dedicated
 to creating, building and protecting the world's most prolific brands. With
 offices in the U.S. and Europe, the agency creates and implements powerful
 communications programs that help clients build their brands and their
 bottom lines.
     The core areas of expertise include consumer, healthcare, technology
 and corporate communications. Cohn & Wolfe ranks number one by clients for
 creativity, media placement, client service, senior management and
 strategic counsel. Cohn & Wolfe also consistently ranks among the top "Best
 Agencies to Work For" in an annual, industry wide employee survey. For more
 information, visit .
     NOTE:  A summary presentation of the survey is available to members of the
 media upon request.
     For More Information:
     Mindy Romero                   Jennifer Bennett
     Manager, Public Relations      Senior Account Executive
     Landor Associates              Cohn & Wolfe
     212-614-5261                   415-365-8528

SOURCE Landor Associates