In the course of research for this column I came across an excellent, insightful report from Lippincott, a branding and market research firm in Europe, regarding the relationships consumers have with brands and corporations in the sphere of climate change issues.

It’s interesting to note that when asked which US companies are doing the most to lead on climate change, the top five consumers listed were General Electric, British Petroleum, Toyota, Walmart and Exxon Mobil. All monsterous brands and mostly in energy-intensive businesses. Apparently those with the most to lose on climate change also have the most to gain, and these companies are doing a good job getting their messages out, whether or not the fundamentals of their green initiatives are authentic or well executed.

Consumers listed the top five brands leading on climate change

But that’s not the entire story. More than two-thirds of respondents in the US couldn’t identify a single brand that is taking a leadership role in dealing with climate change. And the most compelling information in this report is the fact that most consumers are expecting large corporations to take the lead, along with government. But instead they currently feel that individuals and non-governmental organizations are doing the bulk of the legwork.

So as a corporate citizen, and especially if you run a business in a carbon-heavy industry, you are being saddled with the responsibility of addressing climate change issues, whether you like it or not. The good news is that making steps in the right direction can pay huge dividends for your brand.

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Tags: climate change, corporate responsibility