Survey: Top Choice for Truly Green Brand is Nobody
Brandchannel.com asked 2,000 readers which brand they think is truly going green. The most frequently given answer: no one. The remaining top 19 responses range from established green brands like Seventh Generation to larger companies like Wal-Mart that are making changes.
When readers of Brandchannel.com were asked what brand they think of as truly green or going green, the top answer was no brand at all.
Almost 20 percent of the 2,000 survey respondents said no brand is serious about being green. "There are attempts at establishing green credentials-but these attempts are happening in silos within brands and companies," says one reader's answer. "Very often, the 'green' aspect of the business is far outweighed by the 'non-green' areas."
The next top four choices was Toyota at 9.4 percent, BP at 3.3 percent, The Body Shop at 3.1 percent and Honda with 2.7 percent. The remainder of the respondents chose a variety of other companies, including General Electric, Virgin, Patagonia, Greenpeace, Whole Foods Market, Marks & Spencer, Apple, Wal-Mart, Starbucks, Innocent, Shell, BMW, Seventh Generation, Aveda and Clorox.
Apple, which came in 11th place for greenest brand, took the top spot for many of the survey's other questions asking which brand readers would want to sit next to at a dinner party, which brand would have the biggest impact on history if sent back 100 years, which brand they would describe themselves as and which brand inspires them the most.
Brandchannel.com, published by branding company Interbrand, surveyed about 2,000 of its readers from 107 countries in February and March 2008. Almost 75 percent of those surveyed work in marketing, and respondents were free to name any brand in their answers.
Almost 20 percent of the 2,000 survey respondents said no brand is serious about being green. "There are attempts at establishing green credentials-but these attempts are happening in silos within brands and companies," says one reader's answer. "Very often, the 'green' aspect of the business is far outweighed by the 'non-green' areas."
The next top four choices was Toyota at 9.4 percent, BP at 3.3 percent, The Body Shop at 3.1 percent and Honda with 2.7 percent. The remainder of the respondents chose a variety of other companies, including General Electric, Virgin, Patagonia, Greenpeace, Whole Foods Market, Marks & Spencer, Apple, Wal-Mart, Starbucks, Innocent, Shell, BMW, Seventh Generation, Aveda and Clorox.
Apple, which came in 11th place for greenest brand, took the top spot for many of the survey's other questions asking which brand readers would want to sit next to at a dinner party, which brand would have the biggest impact on history if sent back 100 years, which brand they would describe themselves as and which brand inspires them the most.
Brandchannel.com, published by branding company Interbrand, surveyed about 2,000 of its readers from 107 countries in February and March 2008. Almost 75 percent of those surveyed work in marketing, and respondents were free to name any brand in their answers.
