European Cleantech Adoption Hindered by Poor Communication
Weber Shandwick launches 'Come Clean' report to help cleantech companies accelerate uptake of products and services
Poor quality communication from suppliers is impeding the growth of the European cleantech market, according to a study conducted by Weber Shandwick with KRC Research.
Despite finding that eight out of ten large organisations in Europe have specific cleantech purchasing policies in place, the research highlights a lack of information from suppliers to help customers rationalise making cleantech choices. High quality information that enables customers to properly evaluate cleantech products and services is critical, as half of the organisations surveyed perceive cost to be a barrier to making cleantech investments.
Of 400 senior purchasing decision-makers surveyed across France, Germany, Spain and the UK nearly a third currently receive no information at all from cleantech companies (29 per cent). An additional quarter of respondents (26 per cent) say that they don’t get enough information from suppliers, while one in ten (11 per cent) feel the information they do receive is too complicated.
Significant opportunities exist however for companies that can deliver effective communications to cleantech buyers. The Weber Shandwick report shows that 60 per cent of European organisations are placing the same level of importance on green procurement as they did before the economic downturn. In fact 25 per cent expect to put more emphasis on green procurement, with only 14 per cent planning to make it a lower priority.
Says leading environmentalist Charles Secrett, Senior Associate for the Cambridge Programme for Sustainability Leadership and Chair of the Board of the Triodos Bank Renewable Energy Fund: "Weber Shandwick’s research is a must-read for anyone working in the cleantech sector. It provides a timely and pragmatic assessment of the market and highlights the major issues that cleantech companies need to address to develop a compelling case for potential buyers."
Adds Michelle McGlocklin, Chair, European Technology Practice: "Our research shows there’s a strong and growing intention to purchase cleantech products and services. Competitive advantage will clearly lie with companies that can communicate the benefits of their products and services in a compelling way. Central to this is the need to overcome the perceived price barrier around cleantech products and services by demonstrating how solutions can create savings and other business benefits."
The research highlights significant differences between key European markets around clean and green products and services:- Nearly three-quarters of organisations in Germany have cleantech policies in place, compared to little more than half of UK respondents
- Two-thirds of respondents in France see cost as the key barrier to cleantech adoption – less than 40 per cent of Germans feel the same
- Less than a third of French respondents feel that they receive enough information about suppliers’ green credentials – by contrast, half of the German respondents we spoke to were happy with the amount of information available to them
- 83 per cent of German and Spanish organisations measure the environmental credentials of suppliers. Less than 50 per cent of French organisations do so
- As a result of the recession, Spain and France expect to place more importance on green procurement in the future (37 per cent and 28 per cent); the UK and Germany the least (17 per cent and 16 per cent)
Full details of the research are available in Weber Shandwick’s 'Come Clean' report that includes specific recommendations for communications professionals to use to help shape their strategic plans.
Weber Shandwick has built a specialist team of cleantech experts across Europe and works with clients ranging from the biggest corporations through to the newest start-ups. The team’s experience spans a huge variety of specific industries including energy efficiency, clean energy, biofuels, green IT, smart building and advanced transportation.
