Green Wombat is traveling today but I’ve got a layover in London and this bit of click bait popped up on the BlackBerry as I deplaned. According to a survey conducted by advertising conglomerate WPP, United States and U.K. consumers perceive the following to be the top 10 "green brands":
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Whole Foods
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Wild Oats
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Trader Joe’s
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Toyota
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Honda
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Sub Zero
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Ikea
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Body Shop
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GE
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Aveda
The results are based on 1,504 online interviews in the U.S. and 1,525 interviews in the U.K. According to the WPP subsidiaries that conducted the survey, ”respondents were screened to meet the following criteria: Age 18 or over, gender, age, and region was weighted based on U.S. and U.K. census information, respondents rated only the brands that they were familiar with.”
Given that it’s the middle of the night in the U.S. as Green Wombat writes, further details of the survey’s methodology aren’t available at the moment – such as the precise questions asked, why consumers think these companies are eco-friendly, the statistical margin of error and whether any of these green brands are WPP clients. It’s a curious list: No surprise that Whole Foods (WFMI) – which is acquiring No. 2 green brand Wild Oats – Toyota (TM), Honda (HMC) and the Body Shop made the list. But high-end appliance maker Sub Zero? And GE’s (GE) ecomagination" campaign appears to be paying off.
"No longer can corporations just say they offer fuel-efficient vehicles, organic foods or energy-efficient products – it is now a cost of entry in many industries and corporations need to begin thinking ahead," according to WPP.
"Corporations must consider the next level of greenness such as ensuring their overall business practices are sustainable and that the greenness at the supermarket or car dealership represents greenness in bringing the item to market." The survey found that the typical greenie in the U.S. tends to be a younger woman who earns about $50k. Her British counterpart, on the other hands, is more likely to be older, male and highly educated.
The Top 10 Green Brands
According to a survey conducted by advertising conglomerate WPP, United States and U.K. consumers perceive the following to be the top 10 “green brands”…
Trader Joe’s is NOT green in any way shape or form. In fact, they are similar to running like a strip mining operation compared to Whole Foods.
Either the poll was designed wrong from the start (which wouldn’t surprise me) or the poll takers are just stupid.
Re: the poll methodology… since when does “perceived to be green” have to have ANY correlation with actually BEING green? History is littered with misperceptions.
“Perceived to be green” only measures how good their PR is.
Trader Joe’s is my favorite store — if you pay attention…they are ‘green’ since they use recycled brown paper bags and encourage their shoppers to use reusable bags. The stores sizes are very small compared to Whole Foods and hence less wasted energy.
GE is on the list? They used to be a major polluter and had many superfund sites. GE has cleaned up a bit but I’m skeptical about them being on the top ten of any list related to positive contributions to the environment.
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Energy efficiency is profitable for GE, Honda, Toyota, and Sub-Z. I guessss that’s “green” but green is more of a term that implies sustainability, which most of these companies do not concentrate on, to the best of my knowledge. Id give Whole Foods its due on being #1, but what in the heck makes Ikea green?
I’m not so sure that Whole Foods is super-green either. Sure, they’re better than a lot of places, but the one near my house throws away hundreds of pounds of perfectly good, unopened, food each week, sometimes just because they overstocked.
Whether it’s for marketing purposes or not, ‘looking’ or ‘being’ green has a record-high positive response from the public. Average investors may not care much for that, but firms on Wallstreet with big clients who want to maintain a good image may certainly join the band wagon. I am surprised about a few names on the list though…
It’s not all about marketing. The Body Shop doesn’t promote it’s “green-ness” at all, but still made the list. Aveda promotes the hell out of theirs and came in after the Body Shop. I think it has to do with standards of the company more than anything.
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I’d say that some of the entrants on the list are a bit dubious, but really what they are showing is who do the general public think are the least environmentally damaging big brands. Thats something quite different from who are the most green brands.
We have a brief video presentation about green brands on our website at: http://sustainablebrandstrategy.com/Sustainable_Brand_Strategy_Library.htm
Might be of interest to some.