Is a company really green, just because it says it is? And when we think a company is green, is it really true? The new MapChange study looks behind the scenes, and reveals the gap between what we believe and what’s really happening. For some companies, the gap is wide; for others, it’s not. This is useful material for all of us, who care about real climate action. - Guy Dauncey, Speaker, Award-Winning Author, Organizer, Sustainability Visionary.
I’m really enjoying reading this report. It is packed with great info on sustainable brands. And it certainly is a wake up call to me as a brand consultant. Thank you. - Niya C Sisk, Brand Consultant.
A sustainable image can be a brand’s best source of competitive advantage. While corporate sustainability is a good start, until it becomes part of the brand, it will not affect consumer perception.
Change’s first MapChange study in 2008 showed that there is a big difference between brand perception and product reality. Consumers thought certain brands were sustainable when they actually weren’t, while other brands weren’t considered sustainable, when they really were.
For our 2010 study we wanted to not only to profile the difference between actual and perceived brand sustainability, but how the brands in question measure up against their direct competition. We also wanted to expand the scope of the study, givig a greater overview of the North American market.
For MapChange 2010 we partnered with Climate Counts and Angus Reid Public Opinion to compare the top brands within 10 sectors. We gave each brand an ’actual’ and a ’perceived’ sustainability score and plotted the results on a classic perceptual map. Get the results!
