Protecting the planet, together
Friends of the Earth (foe.co.uk) scores 87 out of 100 on Brand Analyzer, placing it in the Strong Brand tier among Non-profit brands, Energy & Utilities brands, in the 96th percentile of 12566 Non-profit brands.
Friends of the Earth UK is an environmental organisation operating in England, Wales and Northern Ireland, founded in 1971. It works to protect the natural world and the wellbeing of people who depend on it through environmental campaigning and grassroots activism. The organisation combines community-level action with national campaigning to influence environmental and climate policy. It engages donors, volunteers, and activists who support causes such as climate action and sustainable living.
| Brand Name | Friends of the Earth |
|---|---|
| Domain | foe.co.uk |
| Industry | Non-profit, Energy & Utilities |
| Founded | 1971 |
| Main Competitors | Greenpeace UK (88/100), WWF-UK (89/100), ClientEarth (89/100), The Wildlife Trusts (84/100), Soil Association (80/100), 350.org (92/100) |
Moz Domain Authority 65/100 vs category average 50 / leader 97 - a strong backlink profile, so AI systems frequently encounter mentions of the brand.
Ranked #143,540 on the Tranco list of most-visited sites - modest traffic makes the brand easy for AI models to overlook.
Friends of the Earth has a dedicated Wikipedia entity - a top-weighted signal AI models rely on to identify and describe the brand.
The homepage meta description reads "Friends of the Earth UK is a UK environmental organisation dedicated to the wellbeing and protection of the natural world and everyone in it." (No meta description. OG description present and descriptive) - this is the summary AI engines are most likely to quote.
Structured data on the homepage: 1 JSON-LD block(s), Organization schema, Breadcrumb/Website schema, og:title, og:description, og:image, canonical. Adding FAQ schema would further help AI crawlers parse the brand's identity.
AI-crawler access: robots.txt present, no AI bot restrictions - robots.txt controls whether engines like GPTBot and ClaudeBot can read the site at all.
Detected tech stack: Cloudflare, Drupal.
Social footprint: verified profiles on Facebook, Instagram, YouTube, LinkedIn, GitHub; no detected presence on X (Twitter) - consistent profiles reinforce the brand's identity across the web.
0 Reddit mentions - community discussion signals real-world reputation to AI models.
Live results from asking a general-purpose AI assistant about the brand, checked October 2026.
When asked "What is Friends of the Earth?", Claude could identify the brand as of October 2026. Friends of the Earth is a UK-based environmental campaigning organisation that is part of the larger international Friends of the Earth International federation, campaigning on issues like climate change, biodiversity loss, pollution, and environmental justice. It works through g Best known for Grassroots environmental campaigning and activism on climate change and biodiversity in the UK.
When asked "Best brands similar to Friends of the Earth?", Claude would recommend Friends of the Earth as of October 2026. It's one of the most well established and widely recognized environmental NGOs in the UK, so it would naturally come up alongside groups like Greenpeace when discussing environmental non-profits.
Common questions people ask in Google, ChatGPT, Claude, Gemini, Perplexity, and other AI search engines.
Friends of the Earth's main competitors in Non-profit: Greenpeace UK (88/100), WWF-UK (89/100), ClientEarth (89/100), The Wildlife Trusts (84/100), Soil Association (80/100).
Sources: Brand Analyzer scan
Friends of the Earth is a UK-based environmental organisation operating in England, Wales and Northern Ireland, founded in 1971. It is dedicated to protecting the natural world and the wellbeing of everyone who depends on it, using environmental campaigning and grassroots activism to influence policy and public behaviour.
Sources: Friends of the Earth official site
Friends of the Earth has moderate AI-search visibility, scoring 64/100 on Brand Analyzer's AI visibility composite (visibility 68, trust 44, recommendation 80). This estimates how likely AI engines like ChatGPT, Claude, Gemini and Perplexity are to know, trust, and recommend the brand.
Sources: Friends of the Earth official site
Friends of the Earth was founded in 1971. Friends of the Earth operates in the Non-profit category. It is analyzed by Brand Analyzer across seven brand dimensions and AI-search visibility.
Sources: Wikidata
Friends of the Earth scores 80/100 on Brand Analyzer's AI recommendation signal, indicating it is reasonably likely to be surfaced when AI assistants like ChatGPT suggest Non-profit options. Recommendation depends on crawlability, structured data, and category authority; a Wikipedia presence helps.
Sources: Friends of the Earth official site
Friends of the Earth can improve AI discoverability by strengthening structured data (Organization and FAQ schema), maintaining an accurate Wikipedia/Wikidata entity, earning authoritative citations, and keeping content crawlable for AI bots. Brand Analyzer measures these as visibility, trust, and recommendation signals.
Sources: Friends of the Earth official site
Friends of the Earth is used by UK residents and supporters who care about environmental protection, climate action, and sustainable living. This includes donors who fund its work, volunteers who participate in local initiatives, and activists who engage in campaigning efforts.
Sources: Friends of the Earth official site
Friends of the Earth is known for its environmental campaigning and activism in the UK, combining community-level grassroots action with efforts to influence national environmental and climate policy. It has operated since 1971 as a prominent voice in UK environmental advocacy.
Sources: Friends of the Earth official site
Friends of the Earth scores 64/100 for AI visibility - how well ChatGPT, Claude, Perplexity and Google AI Overviews can discover, identify and cite the brand.
Friends of the Earth has a moderate AI-visibility profile at 64/100 - a proxy for how readily ChatGPT, Perplexity and Google's AI Overviews can recognise and cite it. Its strongest area is recommendation likelihood (80/100) and its weakest is trust (44/100). It benefits from a recognised Wikipedia company entity, a Wikidata knowledge-graph entry and a global traffic rank of #143,540 (Tranco). The main gaps holding it back: no llms.txt to steer AI to its best pages. In a live check, Claude could already identify Friends of the Earth from memory (October 2026) - a sign these signals are paying off.
The score combines seven dimensions - name quality, digital presence, visual identity, messaging clarity, trust foundation, AI discoverability, and brand authority - into a single objective benchmark.
Ranked closest to Friends of the Earth: Fastweb (87/100), Federation of American Scientists (87/100), Folger Shakespeare Library (87/100), Food Tank (87/100).
A step up - brands to learn from: Workaway (91/100), WHYY (91/100).
Category leader: Change.org (97/100).
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