World Wildlife Fund - Brand Awareness Survey
Company overview
The World Wildlife Fund (WWF, World Wide Fund for Nature) is one of the largest and most influential independent non-governmental environmental protection organizations globally, founded in 1961 and headquartered in Grangene, Switzerland. In 1996, WWF officially established its Beijing Office, marking the full launch of its environmental initiatives in China. Over the years, WWF China has implemented more than 100 major projects in areas such as species conservation, sustainable use of freshwater and marine ecosystems, forest protection and management, climate and energy, and green supply chains, with cumulative funding exceeding 300 million RMB, making significant contributions to China's ecological civilization construction.
Research background
In the context of intensifying global climate change and ecological crises, the growing public awareness of environmental protection has become a key factor in enabling environmental organizations to expand their social influence. WWF aims to enhance its brand recognition, trust, and public engagement through a more systematic communication strategy, thereby broadening the reach of environmental awareness and attracting more individuals to become supporters or volunteers. Based on this, WWF has commissioned a third-party research institution to conduct this study, in order to understand the public's genuine perceptions regarding WWF's brand image, awareness channels, value alignment, and willingness to participate. The findings will serve as a strategic reference for WWF's brand communication and overall strategic planning in China.
Research scope
In August 2016, CEIDEA Research was commissioned by the Beijing Office of WWF (Switzerland) to conduct a nationwide public sampling survey. The survey covered key cities including Beijing, Shanghai, Guangzhou, Chengdu, Wuhan, Hangzhou, and Shenzhen, employing a combination of online questionnaires and offline interviews to systematically assess the public's awareness of the WWF brand, information sources, brand image associations, level of participation in environmental actions, trust in environmental organizations, intentions to join as members, and motivations for membership. The study also conducted comparative analysis of differences in awareness across various demographic groups, including age, occupation, and educational background.
Expected outcomes
The research report will provide empirical support for WWF to develop more targeted and effective brand promotion strategies in China, helping to identify key cities and target audience profiles for brand communication, and optimizing both channels and content formats. Additionally, the findings will provide data support for WWF to establish a membership system, appoint regional communication representatives, and promote public participation in environmental projects—thereby achieving multiple objectives including enhancing public environmental awareness, expanding the WWF brand's influence, and increasing social engagement.
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