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" - said 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 were 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.
- 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