Which brands do consumers think are the most sustainable?
For the second year in a row, Havas Media and MPG have tracked down the answer to that question, and their newly released report gives us intriguing insights into the challenges brands are facing in the current economic landscape.
For example, results from the 2010 “Brand Sustainable Futures” survey show a strong correlation between a brand’s ”meaningfulness” and its perceived sustainable performance. Does that mean, as the report suggests, that the more sustainable the brand is perceived to be, the more meaningful it becomes to consumers? Or is it the other way around –the more meaningful a brand, the greater the perception of sustainability?
Like so many other dimensions of consumer behavior, perceptions of sustainability are notoriously complex and often foggy. Complicating the issue even more, the survey also found that only a measly one third of brands are considered “meaningful” by consumers.
Here are a few additional findings that caught my eye: (more…)