A new group called Climate Counts has launched a project that will allow consumers to check a company’s stand on climate change by its ranking on things like how they measure greenhouse gas emissions, their plans to reduce them, their support or opposition to regulation, and how fully they disclose those activities. In the age of the conscious consumer, this would seem a wise move. Research shows that increasingly, consumers are concerned about climate change, and concurrently, are aligning themselves and their purchase decisions with companies that are making a difference. One study indicates that consumers feel more empowered in the grocery line than the polling place. Essentially, they’re voting with their wallets.

While brands must always meet the Primary Brand Antes—things like cost, accessibility, reliability, performance, and quality—the secondary drivers, or the new brand equity drivers, will determine brand profitability and performance in the long run. These emotional and psychological drivers are based around the concepts of social responsibility and include things like wellness, environmental responsibility and community. These drivers will be the brand differentiation factor in the future as we increasingly confront issues surrounding personal, social, and environmental health. And the brands that authentically embrace, and successfully communicate them, will win over the consumer.
We are happy to see Climate Counts serve up yet another piece of the corporate social responsibility pie to consumers searching for accountability, and just hope they can market these indices well to consumers—this is where they will live or die. It will be critical for several things to happen concurrently. First, the index will have to be well marketed—with the confusing terrain of certification and standards, consumers will need to clearly see the benefit and meaning of yet another indicator. And companies will have to get on board to lend it credibility. Finally, these companies will have to figure out how to incorporate the new index into their brand communications without coming across as green washing. We were happy to read that they will be making the information available to consumers through wireless devices like cell phones to call up a company’s score while they are shopping. Just imagine driving down the modern American suburban jungle and scanning Climate Counts to determine which fast food joint delivers best on your desire for a big juicy bite of enlightened self-interest.