Saturday, January 23, 2021
GMO test
  • Politics
    • American Politics
    • Canadian Politics
    • International Politics
  • Investing
  • Business
    • Corporate Culture
    • Leadership
    • Marketing
    • Supply Chains
  • Economy
    • Jobs
    • The Green Economy
    • GDP
  • Energy
    • Solar
    • Wind
    • Fossil Fuels
    • Renewables
  • Environment
    • Emissions
    • Wildfires
    • Biodiversity
    • Extreme Weather
  • Technology
    • Food
    • Health
    • Buildings
    • Renewables
    • Carbon Capture
    • Transportation
    • Climate Change
  • Social Change
    • Activism
    • Education
    • Psychology
No Result
View All Result
  • Politics
    • American Politics
    • Canadian Politics
    • International Politics
  • Investing
  • Business
    • Corporate Culture
    • Leadership
    • Marketing
    • Supply Chains
  • Economy
    • Jobs
    • The Green Economy
    • GDP
  • Energy
    • Solar
    • Wind
    • Fossil Fuels
    • Renewables
  • Environment
    • Emissions
    • Wildfires
    • Biodiversity
    • Extreme Weather
  • Technology
    • Food
    • Health
    • Buildings
    • Renewables
    • Carbon Capture
    • Transportation
    • Climate Change
  • Social Change
    • Activism
    • Education
    • Psychology
No Result
View All Result
GMO test
No Result
View All Result
Home Uncategorized

Surveys of America’s Greenest Brands Suggest that Redemption is Possible

by Richard Matthews
April 18, 2011
in Uncategorized
0

Companies can renew consumer’s perception of their brands by adopting sustainable practices. Two surveys polling consumer attitudes reveal that consumer identification of America’s greenest brands can evolve alongside businesses practices.

For the last five years WPP agencies Cohn & Wolfe, Landor Associates, and Penn Schoen Berland (PSB), as well as independent strategy consulting firm Esty Environmental Partners have been conducting global surveys known as ImagePower® Green Brands. These surveys ask consumers in eight countries to respond to questions about green products, companies and brands.

According to the 2009 Green Brands Survey, here is a list of America’s 10 greenest brands:

1. Clorox Green Works
2. Burt’s Bees
3. Tom’s of Maine
4. SC Johnson
5. Toyota
6. P&G
7. Wal-Mart
8. Ikea
9. Disney
10. Dove

Although Clorox was on the top of the list, they allegedly spent $30 million promoting the GreenWorks brand. SC Johnson made the list, but they also make environmentally harmful products like Windex, Raid and Saran Wrap.

One of the 2009 surveys more interesting results is the fact that 38 percent of consumers in Brazil indicated they are are willing to spend 30 percent or more for green products.

According to the 2010 Green Brands Survey, here is a list of the top 10 American brands perceived to be the greenest:

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 2010 survey revealed that 75 percent of Americans want to buy from environmentally responsible companies but the cost of green products continues to be an obstacle.

From a global perspective, the 2010 data indicates that the majority of consumers planned to spend the same or more money on green products in 2011. It is interesting to note that more than 70% of consumers in China, India, and Brazil said they will spend more. To see the top-10 lists from the other seven countries click here.

”It is striking that interest in the environment and sustainability appears to be on the rise in markets all across the world, but the specific issues on which consumers are focused varies from country to country,” says Dan Esty, chairman of Esty Environmental Partners. “The message is that companies must not only develop environmental strategies to address their most important global impacts, but they also need to be able to connect with consumers in a compelling and relevant way on a market-by-market basis.”

“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.”

Most of those companies that made it into the 2010 top 10 US Green Brands list were not on the list in 2009. Despite the differences between the US 2009 and 2010 lists, they do share an interesting commonality. Dove (2009) and Trader Joe’s (2010) were targeted by Greenpeace for being unsustainable, but both companies have have managed to transform environmental-ire into eco-adulation.

Dove’s parent company, Unilever got into trouble because the companies they used to source palm oil were clearing rainforests and carbon-dense peatlands. After some pressure, Unilever addressed the problem by flexing its supply chain muscles and dropping Sinar Mas Agro Resources and SMART.

Unilever went on to announce that it will double sales by 2020 while halving its environmental impact. As reported by Greenbiz, the company is working towards big sustainable goals. Unilever’s 2020 sustainability plan has set more than 50 social, economic and environmental targets. The company has measured the carbon, water and waste footprints of 1,600 products. Their assessments also take into account the full life cyle impact of their products, from “seed to disposal,” as one executive put it.

Like Dove, Trader Joe’s sustainable evolution accelerated after they were singled out as an environmental pariah. However, after making consorted efforts to source sustainable seafood they ending up being the proud recipients of green recognition.

In the cases of both Dove and Trader Joe’s a PR nightmare was transformed into a marketing bonanza. The experience of these two companies suggest that redemption is possible for businesses that are serious about adopting sustainable practices.

© 2011, Richard Matthews. All rights reserved.

Related Posts
Consumer Demand for Green
Social Action Driving Businesses to Adopt Sustainable
Carrotmobs: Adding Incentives to the Consumer Arsenal
Green Marketing Legislation
The Overwhelming Logic of Sustainable Business
The New Normal and Sustainability
Environmental Revolution: Leadership and Morale

ShareTweetShare
Previous Post

Greener Japanese Companies

Next Post

Power Shift Rally at the US Chamber of Commerce in DC

Related Posts

Unprecedented Wildfires in 2020 are Connected to Climate Change

by Richard Matthews
December 29, 2020
0

The intense wildfires that raged across the Western U.S., South America, and Australia in 2020 are being attributed to climate change. What makes these fires unprecedented is their size and...

American Courts are Defending Democracy and the Environment

by Richard Matthews
December 14, 2020
0

Despite unprecedented challenges, America's legal system has held. In recent weeks the courts have repeatedly defended democracy and in the last four years they have overturned a wide range of environmental...

Boycott Culture and Brand Influence During Trump’s Presidency and Beyond

by Richard Matthews
December 8, 2020
0

Brands wield enormous influence over popular culture and whether they are pursuing core social values or trying to preempt boycotts, brands are finding it harder to ignore social, environmental and political...

Next Post

Power Shift Rally at the US Chamber of Commerce in DC

Leave a Reply Cancel reply

Follow Us

  • Facebook
  • Twitter
  • Email
  • LinkedIn
  • Reddit
  • SoundCloud

Subscribe to the Blog

Enter your email address to subscribe to this blog and receive notifications of new posts by email.

American Politics

Biden Gets to Work on Climate Action

by Richard Matthews
January 21, 2021
0

On Wednesday January 20th America started writing a new chapter in the nation's long and storied history.  On day one...

Read more

Taking Stock of Trump’s Dismal Legacy

January 19, 2021

Corporate America’s Break Up with Trump & the GOP

January 15, 2021

Climate Change is Fueling Deadly Extreme Weather and Costly Climate Disasters

January 13, 2021
protected areas and new species on the map of the world

Summary of Positive Biodiversity Stories

January 11, 2021
  • Business
  • Economy
  • Energy
  • Environment
  • Investing
  • Politics
  • Technology
  • Social Change

© 2021 Copyright The Green Market Oracle.

No Result
View All Result
  • Business
    • Corporate Culture
    • Leadership
    • Marketing
    • Supply Chains
  • Economy
    • GDP
    • Jobs
    • The Green Economy
  • Energy
    • Fossil Fuels
    • Renewables
    • Solar
    • Wind
  • Environment
    • Emissions
    • Biodiversity
    • Extreme Weather
    • Wildfires
  • Investing
  • Politics
    • American Politics
    • Canadian Politics
    • International Politics
  • Technology
    • Buildings
    • Carbon Capture
    • Climate Change
    • Food
    • Transportation
    • Health
    • Renewables
  • Social Change
    • Education
    • Activism
    • Psychology
    • Marches

© 2021 Copyright The Green Market Oracle.

Welcome Back!

Login to your account below

Forgotten Password?

Create New Account!

Fill the forms below to register

All fields are required. Log In

Retrieve your password

Please enter your username or email address to reset your password.

Log In