Marketing Daily writes about the Brand Keys survey that is based on consumer perceptions of brand “greenness” not on a brand’s actual sustainability efforts. With consumer expectations rising significantly, only 25 companies scored high enough to be considered “green” brands, a big drop from last year’s survey where 40 brands made the list.
In fact, consumers’ emotional expectations of brands’ sustainability efforts are up 33%, according to Robert Passikoff, founder and president of Brand Keys. “People are paying attention to messaging, and they are not taking things at face value. Their expectations are very high.”