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Consumers want businesses to take the lead on actions to reduce climate change, but 74 percent of Americans surveyed can't identify any brands taking a lead on climate change, according to the Climate Group's just-launched US Climate Brand Index, reports MarketingCharts.
The Climate Conscious Consumer study, which tracks perceptions of how brands are performing on climate change, was conducted over the summer by The Climate Group and jointly funded by Sky and Lippincott.
The top 5 brands according to the US Climate Brand Index:
The brands seen by US consumers as doing the most to tackle climate change are linked to carbon or carbon-related products - automobiles, aircraft engines, turbines, and petroleum - implying that segments of the population are receptive to brands that address environmental issues.
In the UK, retailers rise to the top with Tesco, The Co-operative, Marks & Spencer, and Sainsbury's joining BP in the top five.
The findings point to distinct behavioral and attitudinal differences that separate the market into six segments on this issue.
Companies must understand the divided market if they are to engage with consumers without appearing disingenuous (e.g., "greenwashing"), the Climate Group said.
MarketingCharts offers more findings from the study, including consumer segmentation data.