Women more likely to pay extra for environmentally-friendly brands
- research from advertising agency Euro RSCG London reveals
London, 27 February 2008 - Women are more likely than men to pay extra for brands with green credentials, according to new research.
The study conducted by Euro RSCG London – the advertising agency behind the EDF Energy advert made only of recycled clips – surveyed 1000 adults nationwide to find over half of women (51%) are willing to pay extra for a brand if it is environmentally friendly, compared to 39 per cent of men.
The research also reveals brands who promote their green credentials are perceived more positively by women (63%) than men (52%).
A quarter of men questioned believe claims regarding the impact of climate change are ‘a bit over-exaggerated’ and 14 per cent of men actually think poorly of brands who promote green credentials, claiming the brands are just trying to profit from people’s increasing concerns about global warming. This scepticism also extends to adverts which promote brands green credentials, with 12 per cent of men thinking these adverts are unbelievable.
Overall women have been more responsive to the dangers of climate change, with 79 per cent of women changing their behaviour in the last year to reduce their impact on the environment. This figure is compared to 69 per cent of men.
Russ Lidstone, Chief Strategy Officer at Euro RSCG London, said:
“The male starting point tends to be more sceptical and cynical both in terms of the reality of climate change and business’s attempts to address it. Brands trying to engage men with a green message are already up against a number of perceptual barriers before they even begin to communicate.”
-ENDS-
For further information please contact:
Georgina Lipscomb / Gemma Dunbar
Propeller Communications
T: 0870 066 4608
E:
firstname.surname@propellercom.com About EURO RSCG:
Euro RSCG London is a top ten UK advertising agency with a client roster including Citroën, Evian, Kraft, News Group Newspapers, Peugeot and Reckitt Benckiser. Euro RSCG London is part of Euro RSCG Worldwide, a leading integrated marketing communications agency made up of 233 offices located in 77 countries throughout Europe, North America, Latin America and Asia Pacific.
