Eric Block On Responsible Branding

Vestas has released this year’s Global Consumer Wind Study, surveying 24,000 consumers worldwide about their attitude toward renewable energy.  The study shows that 79% per cent of consumers prefer renewable energy, that 62% are more willing to buy products produced with renewable energy, and not least that consumers indicate a willingness to pay a premium price for such products.

Other key findings in the research include:

• 74% would get a more positive perception of a brand if wind energy were the primary energy source used in its production.
• 49% of respondents express willingness to pay more for products made with renewable energy.
• 62% of respondents say they would be more willing to buy products from brands that use wind energy production.
• 52% of consumers believe that the transparency of the energy mix used in product production is too low.
• 45% of consumers surveyed perceive climate change as one of the top 3 challenges facing the world today.

Importantly for brand marketers, the research also studied the impact of renewable energy use on brand perceptions.  28% of people surveyed indicated they would get a “much more positive perception” of the brand if the brand used wind energy as its primary source.

According to the research report, “This year’s Global Consumer Wind Study indicates that brands need their core business to be green in order to reap the full benefits of consumers’ preferences. The research suggests that consumers have raised the threshold for being “green,” and that consumers are more likely to choose brands that integrate sustainability into their core business operations by sourcing renewable energy, and to recommend those brands to other potential purchasers.”

You can read the full summary of the Global Consumer Wind Study here.