Consumers and Ethical Brands in 2008
Findings from the latest GfK NOP survey into UK consumers and their ethical consumption, show how consumers' attitudes towards ethical brands have changed over the last year.
As in 2007, Co-op and Body Shop are the clear leaders in terms of being considered an ethical brand by UK consumers, but Innocent and Divine have moved up into the top ten, while Tesco, Sainsbury’s and Oxfam have all slipped down the ranking.
Rank 2008 Rank2007
1 Co-op 1 Co-op
2 Body Shop 2 Body Shop
3 M&S 3 M&S
4 Green & Blacks 4 Traidcraft
5 Ecover 5 Cafédirect
6 Traidcraft 6 Ecover
7 Cafédirect 7= Green & Blacks & Tesco
8 Innocent
9 Divine 9 Oxfam
10 Tesco 10 Sainsbury’s
Compared to 2007 The UK consumer has become more negative about corporate ethical behaviour in 2008 with just 18% of the 3000 consumers interviewed, compared to 21% in 2007, believing that business ethics have improved in this country.
Around two thirds of UK consumers (62%) still agree that ‘companies are only out for themselves’ compared to 65% in 2007, highlighting a real lack of progress by businesses in changing perceptions of corporate ethics over the past 12 months. However, the influence of Ethical Brands has increased in 2008 with a higher proportion of UK consumers (33%), compared to 23% in 2007, stating that there is ‘a lot of pressure to buy ethical brands’. This has prompted a marked change in consumer behaviour with half of UK consumers (51%) now agreeing that they are ‘supporting small local brands’ compared to 39% a year ago, and 71% agree that they would be more likely to shop with a particular retailer which sold products sourced from local suppliers. Consumers appear to show stronger opinions about what they expect from an ethical organisation in 2008.
Treats employees fairly – up from 74% to 79% agree
Treats producers/suppliers fairly by ensuring good working conditions – up from 72% to 78% agree
Treats producers/suppliers fairly by paying a fair price for local products – up from 71% to 79% agree.
There is less interest in 2008 with ‘promoting good / healthy eating habits’ which is down from 63% to 54% agree, and moves out of the top 5, perhaps as a result of people being more concerned about the source of food rather than the actual nutritional value.
Greenwash Taking The Spotlight
Awareness of 'Greenwash' is on the rise as public scepticism around some companies claims grow. The Advertising Standard Authority revealed last month that complaints about misleading environmental advertising had doubled over the past year. This has led to a number of organisations issuing guidelines to help marketeers plan effective campaigns that are not manipulative. Things to avoid include:
1. Fluffy Language - words or terms with no clear meaning eg 'eco-friendly'
2. Green products v's dirt company - eg green light bulbs made by a factory that pollutes rivers
3. Suggestive pictures - Green images that indicate a (un-justified) green imapact eg flowers blooming from exhaust pipes
4. Irrelevant claims - emphasising one green attribute when everything else is ungreen
5. Best in class - declaring you are better than the rest, even if the rest are pretty terrible
6. Just not credible - 'eco friendly' cigarettes anyone? 'Greening' a dangerous product doesn't make it safe
7. Gobbledygook - jargon or information that only a scientist could check or understand
8. Imaginary friends - a 'label' that looks like third party endorsement except it is made up
9. No proof - it could be right but where's the evidence?
10. Out-right lying - totally fabricated claims or data
Research from a communications agency showed that Marks & Spencer is perceived to be the FTSE100 company with the greenest credentials. At the other end of the scale BP and Tesco were the most likely to indulge in 'greenwashing'.
Our favourite 'greenwashing' comes from Formula One team Honda who have adopted an 'eco' position is one of the most carbon intensive sports, even industries known. It is important in a growing industry that only reliable and fair claims are made in order to build consumers' trust. Given the media's love of negative stories, greenwashing is more likely to be exposed than a positive story covered. Is it time for an official industry body to manage claims that can be made?
Media News
New Publication...........Eco You
Big Spark Publishing is launching the UK’s first free green lifestyle magazine, EcoYou, in September 2008. The magazine will be printed recycled paper, published quarterly and distributed in Tesco and Sainsbury stores. Joanna Yarrow, Presenter of GMTV’s Green Week, BBC3’s Outrageous Wasters and author of “1001 Ways You Can Save The Planet” and “How to Reduce Your Carbon Footprint”, is the magazine’s first Editor and can be reached on eco-you@bigspark.co.uk
Ethical Living in the media:
Costing the Earth
On: BBC Radio Four
Time: 21:00 to 21:30
All Wrapped Up and Nowhere to Go.
Plastic bags and packaging are anathema to the environmentalist. Yet packaging can help to sell a product, and how many of us can honestly deny that attractive packaging has never influenced our buying choices? This programme looks at the debate over wrapping and asks how much packaging our food needs, whether biodegradable bags are better or worse for the environment, and if some of the plastic we so despise could actually be saving us money at the till.
In Business
On: BBC Radio Four
Time: 21:30 to 21:58
Hot Stuff.
Some people think that global warming offers a huge business opportunity for companies who can find new ways of tackling climate change. Peter Day hears from small start-up companies who seem to have few fears about embarking on projects which may - or may not - have a huge impact on our world.
Ethical Events
GREENFEST West London
Date: Sunday 15 Jun 2008
Time: 1pm to 5pm
Both a lovely way to spend an afternoon beside the river, and a chance to find out about and become involved in some environmental stuff and the community. Great Music, riverside pubs, food or bring a picnic.
Venue: Hammersmith, beside the river.
Goodworld Commiunications
We hope you found this edition of Media Matters useful. Goodworld is an ethical communications agency. It is designed to help organisations with a cause have their message heard widely through strategic communications. If you would like to discuss you communications needs, please email or call us.
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