The MapChange project was undertaken to clarify two things: how committed Canada’s top brands are to the environment. And, how committed consumers think they are.
In the world of branding, what is real is only what is perceived to be real. What a brand does, good or bad, only affects its value if those actions change consumer opinion.
As companies across the globe race to adopt and brand sustainability for competitive advantage, consumers are becoming overloaded with green messaging, confused by the issues, and wary of greenwashing. Reality is becoming distorted.
Companies looking to win with sustainability branding must navigate this challenging landscape. Our goal was to figure out how well they’re doing.
Which companies have successfully branded sustainability? Which are not capturing the full value of their efforts? Which are benefiting from an unjustified green image? What’s the difference between reality and perception?
Change is fuelled by insights that spark the imagination and lead to innovation. Here’s a sampling of some of our innovation thinking.
