With our Credibili-tree tool, companies can easily calculate the minimum number of trees they should plant to gain credibility and, therefore, positive brand perception by their consumers.
About the calculator
Go Forest partnered with communication agency Bubka and Prof. Dr. Gino Verleye (IMEC, UGent, VUB) to investigate the credibility of tree-planting initiatives and developed a free tool to help companies out on this topic.
The tool can show companies in 19 different sectors the minimum number of trees they should plant to gain credibility and, therefore, positive brand perception by consumers. As a general rule, the number of trees increases with the size of the company, and companies in the travel and leisure sector, the energy industry, the IT and printing sector, the government, and the health sector face the highest threshold.
- to use the tool, enable cookies first
- we examined 1000 consumers’ perceptions of companies in 19 industries
- the consumer group included Dutch- and French-speaking men and women, from generations ranging from Babyboomers to Gen Z
- we use the number of employees as a proxy for measuring the size of the company
- because we work with size levels starting from 10 employees, the number of trees does not change one by one (for a more specific calculation for your company, contact us at firstname.lastname@example.org )
- this tool shows the minimum number of trees needed for a tree-planting campaign to be perceived as credible climate action and thus benefit the company’s image
- we cannot define a timeframe for the trees to be planted, because it’s linked to the duration of your campaign
- the threshold for larger firms is much higher than that for smaller firms, because larger companies are expected to take much more substantial climate action than smaller ones
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