Finding and engaging greener customers using data to help your brand

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Meeting climate change targets is a huge challenge that is dominating headlines, government policymaking and organisational decision-making. It often feels like time is running out: the IPCC (Intergovernmental Panel on Climate Change) recently warned that, to avoid catastrophic climate change of
above 1.5°C, we must reduce global carbon emissions by 7% year on year until 2030. The UK has committed to reduce its greenhouse gas emissions to net zero by 2050, meaning that the country will be taking as much of these climate-changing gases out of the atmosphere as it is putting in. The pressure is on, and everyone has a role to play: Not least brands and consumers.

To coincide with the UN’s conference on climate change, COP26, this green white paper – or green paper (please don’t print it out unless you really need to) – examines the sustainability initiatives of some brands and explores how important environmental concerns are to engaging customers. We also explain our Green Index, which models nationwide attitudes to sustainability
issues ,which can be used by brands to understand how green a customer or prospect is and how this should be applied to communicate with them appropriately.

At his annual UN General Assembly address in September, PM Boris Johnson disagreed with The Muppets’ character Kermit the Frog, telling world leaders that Kermit was wrong and that, “It is easy being green”. Ahead of the upcoming COP26 conference, Johnson asserted that it was time for the world to “grow up” and tackle climate change.

The focus on climate change is heating up , and there is extensive debate and discussion around how the UK’s industries will meet the Government’s Net Zero strategy, which sets out policies and proposals for decarbonising all sectors of the UK economy to meet the net zero target by 2050, in line with the UN’s climate change goal.

This is a huge challenge for brands across all market sectors. From clothing to supermarkets, automotive to energy providers, print production to fast food delivery, every business of every size will need to transform its business and operating model. As PWC explains, a net-zero ambition will need to ensure accountability, realign the corporate growth strategy, adapt the operating model and supply chain, invest in innovation and prioritise transparency and engagement. It’s a lot to think about but a number of companies have already committed to their own net zero targets.

And a number of brands already have or have recently launched some incredible sustainability initiatives to help not only improve their carbon emissions but also those of their customers.

 

  • Understand what’s driving greener behaviour?

  • Identifying green attitudes in your marketing database

  • And find the key statistics diving green consumer data in the UK

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Our Voice

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