Survey identifies top-10 'greenest' brands in U.S.
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- Corporate strategy
Top green brands include CPGs and retailers known for organic goods, as well as those with more traditional offerings.
According to the 2010 Green Brands Survey, the top 10 U.S. brands perceived to be the greenest include the following:
1. Burt’s Bees
2. Whole Foods
3. Tom’s of Maine
4. Trader Joe’s
5. Google
6. Aveeno
7. SC Johnson
8. Publix
9. Microsoft
10. Ikea
The fifth annual ImagePower® Green Brands Survey polled more than 9,000 people in eight countries and was conducted by WPP agencies Cohn & Wolfe, Landor Associates, and Penn Schoen Berland (PSB), as well as independent strategy consulting firm Esty Environmental Partners.
“One of the interesting trends we’re seeing this year is the consumer recognition of what we’re calling ‘helper brands,” which provide useful information to consumers,” says Annie Longsworth, global sustainability practice leader at Cohn & Wolfe. “While preference for brands that are ‘in me, on me, around me’ is still prevalent, consumers also value brands that make going green easier for them through online tools, tips, and other forms of engagement through communication.”
The survey, officially released June 9, identifies emerging trends where consumer perception and purchasing behavior of “green” is concerned. This year's findings reveal that the majority of Americans (75%) want to buy from environmentally responsible companies but the cost of green products continues to be a hurdle.
Top-10 lists from the other seven countries participating in the study are also available.
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