Extensive research from News International inspired a fascinating event which explored the challenges of ‘green marketing’ and how consumers see our brands.

The 'Bridging the Eco-Gap' panel debate was held at the News International offices in Wapping, London yesterday. The session was attended by marketing leaders and industry experts keen to find out more about the extensive research by News International’s Business Intelligence team.

Chaired by Mark Chouke, Editor, Marketing Week, the panelists included Matthew Anderson, Group Director of Strategy, News Corporation; Rory Sutherland, Vice Chairman, Ogilvy Group; Will Orr, Director of Communication and Brand Marketing, British Gas and Isabel Dedring, Deputy Mayor for Transport, Greater London Authority.

The results of the research, along with contributions from the panel, revealed some fascinating insights into how consumer behaviour has changed and what implications this might have for marketing.

Over the last few years the ‘green issue’ has increasingly become a mainstream concern for consumers.  News International’s research, conducted over the past 12 months, combined findings from qualitative groups and the responses of 800 newspaper readers and 100 marketing directors responsible for Corporate and Social Responsibility (CSR) spending.

It found there are many ‘green behaviours’ which are now widely adopted.  For example, of those surveyed:

• 85% recycle household waste 
• 80% use energy efficient light bulbs 
• 60% turn their heating down a notch 
• 58% regularly turn down the temperature of their washing machine 
• 50% consciously choose to walk or cycle instead of driving

Notably, even some of the lower responses indicated a remarkable commitment to sustainability, with 23% of respondents ‘growing food within the home or developing a section of their garden’.

What makes a brand green?

News International’s research discovered that consumers and marketers have different perceptions when it comes to what defines a ‘green brand’.  For consumers, issues such as packaging and carbon footprint play the biggest role in product choice. For CSR marketers, the focus is on the establishment of environmental trademarks.

The News of the World’s ‘Go Green and Save’ campaign was lauded as an excellent example of effective environmental messaging, bringing together a concern with the environment and financial incentives, in a way which customers can relate to.

There was a general consensus that the effectiveness of environmental messaging is dependent on creating a compelling story for consumers.  The Times’ Eureka was recognised for its success in this regard by celebrating British ingenuity and popular science – much of which is around innovation and sustainability.