Consumers Pay Less Attention to Brand Purpose Than You May Think: GfK Study
The European Commission has published new rules penalizing companies for false environmental claims, although some critics say the rules are too watered down to matter. But maybe companies don’t need to make the claims at all: GfK found that more than half of consumers couldn’t name any brand that is working to improve the environment, and that companies with poor records are viewed as favorably as companies with good ones. Go figure.