New Study - MapChange 2008 Shows Consumer Perceptions of the Environmental Commitment of top Brands Including Nike, McDonalds and Coca-Cola

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A new study from the green branding agency Change measures the actual environmental commitment of 20 top brands (including Nike, McDonalds and Coca-Cola) and compares it to the perception consumers have of that commitment. A PDF version of the study can be downloaded free of charge at our website.

The study chose twenty recognizable brands, including Nike, McDonalds and Coca-Cola, and first measured their actual environmental commitment. This was done with a Sustainability Scorecard developed by Change in conjunction with Simon Fraser University and the University of British Columbia. Companies were evaluated on 50 criteria and given a percentage score.

In the second phase of the project, Change worked with Environics Research Group to gauge the consumer perception of the environmental commitment of the same brands. We asked 2000 Canadian consumers to rate each of the brands on a 1 to 10 scale.

The two aspects of the study were then plotted on a perceptual map for an easy visual comparison.

The findings were quite surprising.

A PDF of the study can be Downloaded free of charge at or for more information on the study contact Simon Dunne at Change.

About Change:
Change is a green branding agency based in Vancouver, British Columbia. We make progress profitable by building green brands that consumers understand, appreciate and reward.

Simon Dunne
Director, Business Development

How do consumers regard the green efforts of 20 leading brands? Download our MapChange study to find out. MapChange PDF


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