Read no further if you are the following brands as the news is not good: Lenovo, Cisco, Nokia, Acer, NEC, Toshiba, Samsung and Symantec. We measured against two separate audiences which brands were seen as green. Look at the simple chart below to see if your brand is either good in consumer’s minds or BtB technology influencer’s minds in the US.
We all remember the fable of the emperor’s new clothes. It never really existed but both parties, the populace – frightened to say it was not there - combined with the emperor’s ego, meant all bar one little child were conned into awe and admiration. It is a version of group hysteria thinly held together by a lack of basic questioning about it really being there.
Hello, McFly! We all know that scene from the first “Back to the Future” movie. It is an appropriate, if not slightly, rough take on consumer electronics brands aspirations to charge premiums for their green efforts. The chart below clearly shows that the 5% or more premium (expect and willing to pay) is a darn tough sell everywhere in the globe. There are no countries in the top right box: lots of expectation and willingness. Most countries are in the left hand part here, so this is not just a mature or immature market issue, but a genuine global expression of buyer’s lack of eagerness to justify coughing up extra money for this stuff.
The primary findings of the survey of more than 10,000 adults in 12 major markets around the
world include:
September 26, 2008 | Tags:
green factor
A recent piece of research commissioned by the Fuqua School of Business and talked about in Advertising Age (September 15th 2008 “Economic Blues Leave no Room for Green”) sends a sad message that at least in the consumer market CMOs are open, in fact, justifying abandonment of green-bases causes as the economic pressures mount. Arghhhhhhhhh! This is such a mistake and we hope that technology marketers reading this do not go down the same path.