• by Lydia Loizides , Op-Ed Contributor, January 3, 2007

Let me begin by saying Happy New Year to each and every one of you--may 2007 be your best year yet.

Now, down to business. Much was made about the environment and environmental issues in 2006, and we are expecting to see this trend carry over into 2007. And while the media cover the green platform that many corporations have adopted, the question that remains is this: Do consumers really care? Unfortunately, not as much as you would think.

Researching consumers' unguarded opinions, our group uncovered and analyzed conversations relating to the environment in online discussion forums and blogs. This represents an in-depth analysis of over 25,000 online messages relating to the environment, approximately 18,000 unique voices, across 700 of the most popular discussion forums and 15 million blogs.

But how does this relate to brands? Well, while many corporations exercise business activities that are environmentally responsible, there is a difference between what your business values are and what you project for your brand.  The question is, how much should you pitch your brand wagon to the environment? What does it get you in return, and over what period of time? We created an Environment Friendly score from Business Week's Top 100 Global Brands 2006 list and analyzed consumer conversations about each brand in relation to the environment over a period from April to June of 2006. Interestingly, only 40 of the 100 brands had any mentions associated with the environment. Toyota and Honda topped the list with their hybrid vehicles. Dell and HP were high due to recycling programs. Oil companies where scored very low with BP scoring higher than Exxon Mobil.

There are five factors that marketers need to evaluate before they associate their brands with the environment. None of these works in isolation, and in order to establish a successful association, I recommend that they think about this as a matrix:

1. Pick the right cause--consumer sentiment varies and is influenced by media coverage and the products and solutions they see in the market. Plan accordingly.

2. Be the first to win the space. Brands that seize the opportunity first and aggressively advertise their efforts are likely to make a lasting impression in consumers' minds.

3. Prepare for the long, hard slog; there are no immediate results. Plan for that.

4. Make your brand solve a real consumer need. A majority of consumers will choose a brand perceived to be socially responsible over others which are not. 

5. Inform, educate and collaborate. Very few brands are spontaneously recalled for their environmental activism. Change that.

At the end of the day, it is imperative that brands are aware of the impact that brand associations carry in relation to other topical spheres, especially the environment.  So, if you have found  the right environmental issue to associate your brand with and have business processes or ingredients that can give your brand a "green" shine, don't feel shy-- court advocates, seek endorsers and reach out to your customers so they want to learn more.  You may indeed see the "green" in green. If you want a copy of the report with the data, you tell me. [mailto: techieandthemedia@yahoo.com].