Top 10 Green Brands

Penn, Schoen and Berland Associates, Inc. conducted 1504 interviews on the Internet among US general population and 1,525 interviews among the UK general population in April 2007. Respondents aged 18 and over named their Top 10 Green Brands:

   1. Whole Foods 
   2. Wild Oats 
   3. Trader Joe's 
   4. Toyota 
   5. Honda 
   6. Sub Zero 
   7. Ikea 
   8. Body Shop 
   9. GE 
  10. Aveda

Eight in 10 consumers believe it is important to buy from green companies: most consumers responded that they would spend more on green products, such as energy-saving appliances and products made from recycled paper.

US and UK green individuals are different: in the US, the active environmentally-friendly consumer is younger, female, and earns the national average in income of around $50k.  In the UK, the active environmentally-friendly consumer is older, male and highly educated.

When asked what their perceptions were of green brands, respondents said they are often seen as better quality, though at a higher cost. This perception of green equating premium is one that makes good business sense for anyone considering entering the space. The good news for Whole Foods, Toyota and Sub-Zero (ranked among the greenest of the green) is that even non-users are more likely to use green brands and consider them the next time they make a purchase.

“We found that being green is universal, but personal definitions of green tend to vary. Consumers want and feel the need to exhibit green attitudes and behavior to one degree or another,” said Tom Agan Managing Director of Penn, Schoen and Berland Associates.  “Americans feel the need to take more action whether it’s through limiting our eco-footprint, embracing companies and brands practicing sustainability and eco-friendly practices, or limiting our energy consumption.”

That green is no longer viewed as exclusively a concern of the “granola” or “tree hugging” population indicates one of the greatest shifts in the United States in recent history.

Comments

[True Religion Outlet]

“Americans feel the need to take more action whether it’s through limiting our eco-footprint, embracing companies and brands practicing sustainability and eco-friendly practices, or limiting our energy consumption.”

[Patrick Hanlon]

Actually, Lance, none of the companies mentioned are clients. As the blog states, Penn, Schoen and Berland Associates, Inc. asked people who they thought were "green-conscious" companies. The companies listed may be included in my book, but only by coincidence. Green has always been a good idea.

[Lance Winslow]

I have indeed noticed that many of the examples in this list are also listed in your book Primal Branding. So, I assume they are clients and that they are great "green brands" because you noticed the obvious trend in the market place and have made sure that your clients do in fact, stay green in their marketing endeavors to make sure they fit the changing paradigm where consumers consistently choose green when pitted between two competitors? Would this be a fair assumption?

[Threerooms]

With the hype of green products and increased interest in ones carbon footprint, it can be seen as a USP to offer a greener product. A brand that favours environmental activities and supports green campaigns with be interpreted as a caring, trusted brand. It will send out the message that consumers embracing the brand will share similar characteristics, i.e. the consumer will support environmental activities and the reduction of their carbon foot print.

One time, green brands had associations of the countryside, hippies and upper/middle classes. Today, with the help of the media/government the issues are more mainstream and current trends are moving to save the planet.

Green is big business.

Chris
www.threerooms.com