EC1 3.h - Branding of climate change

Branding can be used to motivate people to work towards a low-carbon economy and, by extension, embrace low-carbon products and policies. Branding techniques can provide the ideas, stories, myths and/or metaphors which lead people to action, and effective branding can build valuable business and policy assets. But what would be the most compelling branding concepts in this sphere? A common theme is 'conserving mother nature', but perhaps other concepts would have greater mass appeal?

This report focuses on testing 6 different branding ideas, predominant in this subject area, to see how powerful people find them to be: 

- 'Beautiful nature'

- 'Positive human relationships'

- 'Empowering technical low-carbon solutions'

- 'Guilt-free luxury'

- 'Zen-like simplicity'

- 'Anti-consumerism'

Questions addressed

• Which of the six concepts tested faired best overall?
• What cultural differences are shown in the rating of these concepts?
• How differently do Climate Citizens, Mild Greens, and Sceptics & Uninvolveds rate the six concepts?
• Can particular sub-groups in society be identified as being more aligned to each of the concepts?
• What implications does this research have for policy makers responsible for motivating the public to action regarding climate change or businesses involved in the low-carbon economy?

A striking observation, from an analysis of the six environmental branding ideas tested in this research, is that while there are certainly differences in the relevance of the concepts to certain sub-groups of the population, there is little difference according to which country people come from.

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Quotes:

"The vast majority of people (95%) are engaged with at least one of the environmental branding ideas presented - with the remaining 5% thinking that they all have 'little' or 'no' appeal."

"The 'zen-like simplicity' idea achieved a low rating. Taking respondents from all three countries together, this is the fifth out of the six rated environmental branding concepts - rated best, or equal best, by 26% of 'engaged' respondents."

Download a Free Summary Report with examples of the charts and tables included in the full paid report. The full paid report also includes a 'Key Insights' section providing commentary on the findings. 

View the Introduction & Contents pages of this section report.