Going Green
There is no doubt that 2007 was the year when “green” took off. However, there is currently very little guidance on what implications this increased buzz and public interest has for specific brands and their individual environmental concerns. So what does green mean for your brand?
The concept of being environmentally friendly is nothing new. Consumers are increasingly informed about green issues. Global TGI shows us that consumers are now more willing to pay a premium for greener products, but that the extent of this varies across the world. However, as we shall see later, consumers often overclaim so data can be misleading.
