America’s Greenest Brands
The Great Recession may have left American consumers thinking
more about their personal finances than saving the planet, but environmental
issues are still of importance for large numbers of people when deciding where
to shop and what to buy.
According to the fifth annual ImagePower Green Brands
Survey by WPP and Esty Environmental Partners, 35 percent of Americans plan
to spend more on green products over the next year.
“In the United States,
75 percent of consumers say that it is somewhat or very important to them that
the brands they buy come from green companies, although more people said that
this was ‘very important’ in 2009,” said
Scott Siff, executive vice president of Penn Schoen Berland, one of the WPP agencies
participating in the survey. “While the economy has driven down the priority
of green for consumers, we can expect that as the recovery continues, the importance
of green will come roaring back.”
Energy conservation is seen as the biggest
green issue in the U.S. today.
“Being seen as environmentally conscious continues to be an important brand
attribute with all consumers; in fact, it ranks fourth behind ‘good value,’ ‘trustworthy’
and ‘cares about customers,'” said Russ Meyer, chief strategy officer at
Landor, another WPP agency. “Although still a differentiator in many categories,
brand managers must remember that being seen as green is becoming a fundamental
attribute for all brands.”
The top 10 green brands, according to the survey, are:
- Burt’s Bees
- Whole Foods
- Tom’s of Maine
- Trader Joe’s
- SC Johnson
Discussion Question: What type of efforts do you think are responsible
for landing these brands in the top 10? What companies/brands would make
your top 10 green list?