A new study discovered that U.S. and U.K. consumers want businesses to be more environmentally friendly, but have a hard time naming specific companies focusing on the issue. However, the study discovered a number of “big brands” in each country that are recognized for climate-change awareness more than others. In the U.K., those leaders include Tesco , BP, The Co-operative, Marks & Spencer and Sainsbury’s. Americans recognize GE, Toyota, BP, Ford and Honda.

Many people, even after being helped, “could not select a climate change leader, and among those that could no winner emerged.” The study suggests this provides a unique opportunity to businesses as environmentally-minded consumers aren’t going anywhere, according to Simon Glynn, senior partner at Lippincott, which helped jointly conduct the survey.

Six categories of climate-change awareness are presented: Campaigners, Optimists, Followers, Confused, Unwilling and Rejecters.

A quick break-down of each group:

• Campaigners: Know the issue and are ready to make change but pessimistic about chances of success.
• Optimists: The same as campaigners, only optimistic about success.
• Followers: Ready to change, but their motivation is in looking good and fitting in.
• Confused: Open minded but not sure what to do.
• Unwilling: Accept the issue but are not personally prepared to make any changes.
• Rejecters: Reject the issue and are unprepared to make changes.

The study also suggests that market leaders are more often named by consumers for their climate-awareness (such as Tesco), as well as companies with a brand “halo” (such as Disney).