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| Metric | 2010 (Crisis) | 2015 | 2025 | |--------|--------------|------|------| | Brand trust (0–100) | 22 | 48 | 61 | | Recall of “green” message | 18% | 34% | 52% | | TV ad spend (est. $M) | 80 | 120 | 150 |

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