Climate Group reveals tribes of shoppers see past greenwash

The Climate Group has today launched the findings of the UK’s first ever Climate Brand Index, which also groups UK consumers into six ‘tribes’ and identifies what we collectively want.

One of the key findings is that despite the recent clamber by top brands to cash in on the green pound, a large majority (69 per cent of us) are unable to name a leading brand on climate change, without prompting.

It also found the brands are right to clamber to do something about it though as consumers want and expect brands (as opposed to green specialists) to play a bigger role in tackling climate change.

Not only is there a gap between what consumers want and what we think companies are doing about it - but it’s also important how they do it.

The research shows that 80 per cent of UK shoppers have made some effort to shop ‘greenly’ but less than half that number are influenced enough by green issues for that to be the deciding factor as to what makes it in the basket.

This extent to which our purchases are affected also depends on which ‘tribe’ we belong to. However, from the deeply committed ‘campaigners’, past the ‘confused’ and the ’followers’, through to the ‘rejecters’, one thing is clear is - green washing does not stick, whatever your tribe.

From the research, the top five companies of the Climate Brand Index are, in order:
1. Tesco
2. BP
3. The Co-operative
4. M&S
5. Sainsbury’s

If you’re surprised by the poll position, as we are, it’s perhaps further indication that brands which are environmentally responsible need to get that over clearly, rather than just being able to shout the loudest - and casts doubt on the findings that we really do see past greenwash.