Greenpeace is a leading environmental campaigning organisation.

The underlying goal of all their work is a green and peaceful world – an earth that is ecologically healthy and able to nurture life in all its diversity.

What we did

Greenpeace approached Populus to uncover the truth about the opinions of the people who have the greatest influence over their followers and fans. Populus tapped into the views of Opinion Influencers to give Greenpeace the insight needed to inspire real attitudinal change.


Opinion Influencers are groups of social and cultural trendsetters who shape rather than follow opinions and make up around 8% of the population.

According to our research, Opinion Influencers are:

This means they have the power to inform, shape and change public opinion. This has huge implications for brands.

The results

The research showed Greenpeace they could effectively harness Influencer Marketing to raise awareness of the issue of plastic pollution.

Our research found that Opinion Influencers are more aware of what they can do to reduce plastic consumption. By harnessing this insight, Greenpeace could effectively influence the population at large.

The Opinion Influencer research carried out on behalf of Greenpeace showed that:

  1. Opinion Influencers are more likely (62% compared to 52%) to agree that supermarkets in general are trying to reduce the amount of plastic packaging on their products, than the general public.
  2. Opinion Influencers are less likely (71% compared to 84%) to say that they find it difficult to avoid plastic packaging in their regular supermarket shops, than the general public.
  3. Opinion Influencers are considerably more likely to say they would choose to shop at stores that don’t over-package products (75% to 55%), than the general public.
  4. Opinion Influencers are almost twice as likely (60% to 33%) than the general public to report they are either ‘very likely’ or ‘somewhat likely’ to switch to a different supermarket that they feel is doing more to reduce their plastic use.

Equipped with this insight, Greenpeace was able to pinpoint the key messages to deliver to supermarkets and to the public at large, utilising this influential group of respondents.

As a result of the insight delivered, Greenpeace has:

  1. Integrated influencer marketing as part of their strategy to inform the public of the dangers of plastic pollution
  2. Identified which channels would be most likely to reach target audiences
  3. Improved the organisation’s key messages resonate with the general public

The research proves that Opinion Influencers not only have more awareness of current opportunities and efforts to reduce plastic use, but they are more demanding for supermarkets to do more.

The research represents a significant step for brands and agencies seeking to better understand this influential group of people. It also highlights the power of influencer marketing in the plight against plastic pollution.

Populus is able to deliver c160 Opinion Influencers from a 2000 sample online omnibus. Populus also offers a rapid turnaround solution to reach 500 Opinion Influencers in 24 hours, where timing is of the essence. Submit questions by 11am with data at noon the next day. Deliverables available in PDF of Excel formats. Up to 10 questions for £7,000.