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Sustainability | Ecotrope

Who in the world cares about green brands?

Why might India and Brazil be home to the most environmentally conscious shoppers?

Why might India and Brazil be home to the most environmentally conscious shoppers?

I just stumbled across a great graphic representation of this green brands survey by international market research firm Penn Schoen Berland. The survey, published in June, collected more than 9,000 people in eight countries: United States, United Kingdom, France, Germany, Brazil, China, India and (for the first time) Australia.

The graphic, published by the do-gooders at GOOD, highlights some really interesting differences in the perceptions of environmental issues across the globe. After studying the graphic for a few minutes (it’s a bit unconventional), I was intrigued by these trends:

  1. China and Australia were the only countries where respondents said the environment is “on the right track” as opposed to “the wrong track.”
  2. India and Brazil were the only countries where respondents said buying products from green companies is “very important,” as opposed to “not important” or “somewhat important.” They were also the only two countries where respondents said people are more worried about the environment than the economy.
  3. In the United States, the United Kingdom, Australia and Germany, companies that offer a “good value” trump those offering “environmental consciousness” by far.
  4. Not so in China, India and Brazil, where “trustworthiness” is the most important thing for a company to offer.
  5. In the U.S., respondents reported the most dramatic difference between people who care about the economy (80 percent) and people who care about the environment (20 percent). Why do you suppose that is?
  6. The world’s most popular green brands? According to this survey: Apple, Dove, Google, Ikea, Microsoft, Nivea, Nokia and Toyota.

Want more? Here’s a slide show of the survey results:

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