The branding of climate change
Branding can be used to motivate people to work towards a low-carbon economy and, by extension, embrace low-carbon products and policies. Branding techniques can provide the ideas, stories, myths and/or metaphors which lead people to action, and effective branding can build valuable business and policy assets. But what would be the most compelling branding concepts, and does the appeal vary by Canadians, English and Americans? A common theme is 'conserving mother nature', but perhaps other concepts would have greater mass appeal?
- Which of the six concepts tested faired best overall?
- How differently do Climate Citizens, Mild Greens, and Sceptics & Uninvolveds rate the six concepts?
- Can particular sub-groups in society be identified as being more aligned to each of the concepts?
Contents
1.1 Introduction1.2 Key Insights
1.3 Methodology
2.1 Report Results
2.2 Attitudinal segmentation to climate change
3.1 Introduction to the different Branding Concepts
3.2 Rating and Engagement with Branding Concepts
4.1 In-depth analysis of each Branding Concept
4.2 An explanation of the different types of analysis used
5.1 Overall Rating 1st - Concept C: Empowering technical low-carbon solutions
5.2 Overall Rating 2nd - Concept B: Positive human relationships
5.3 Overall Rating 3rd - Concept A: Beautiful nature
5.4 Overall Rating 4th - Concept F: Anti-consumerism
5.5 Overall Rating 5th - Concept E: Zen-like simplicity
5.6 Overall Rating 6th - Concept D: Guilt-free luxury
6 Further Analysis
7.1 Survey Release Outline
7.2 Addendum
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