via : http://www.planet2025news.net/ntext.rxml?id=8824 & http://www.brandchannel.com/start1.asp?fa_id=415
What brand do you think is truly (going) "green"? Why?
The branding industry is abuzz with the marketplace's focus on global warming and protecting the environment. So, when asked about which brands were really serious about sustainable development, brandjunkies offered a resounding, and—perhaps you may want to sit down for this—surprising consensus. Who is really going green? Answer: NOBODY.
Top Five Answers: None, Toyota, BP, Body Shop, Honda
Companies will pretend they are environmentally aware (e.g. products that may be recycled, reducing carbon emissions, contributing funds to drought relief) except they still have, primarily, only their own interests in mind and are therefore never truly green.
All brands are out to please their stockholders—that's the only 'green' direction they are truly focused in.
There are attempts at establishing green credentials—but these attempts are happening in silos within brands and companies. Very often, the 'green' aspect of the business is far outweighed by the 'non-green' areas. For example: a retailer will have an extensive organic category, but half of the produce is flown in from halfway across the world—the carbon footprint and food miles far outweigh the benefits of supporting organic produce. We have a long way to go before brands are fully engaged with 'going green.'
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Most Japanese companies adopted 'green' business practices a full decade before many in North America or Europe. Out of the top Japanese brands, Toyota seems to lead the rest in positioning themselves as eco-conscious with cars such as the Prius.
How ironic that a car-maker is the first green brand that comes to mind! With their introduction of the Prius and subsequent improvements on that and other models, there is little reason to question that Toyota is truly 'moving forward.'
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Its innovation of 'bio-diesel' fuel product. It's the brand's objective and aim to cut down on gas emissions that are affecting the environment and adding to global warning.
Because they realize as a petroleum company they would eventually have to change by becoming an energy company, and by focusing on green issues they have stolen a lead on their competitors. They are only embracing green issues for long term profit, though.
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They have always advocated earth-friendly processes and source their materials in a sustainable way while benefiting local communities.
They have lived up to their vision of supporting a green policy through the whole production chain, from source to shop.
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They are developing their own hydrogen refueling stations for home use, along with already having the Clarity FCX on the road in Southern California, testing it in real world situations. Honda has been among the greenest car companies going for years now, and only their fastest quasi-street legal motorcycles aren't what you would consider green.
Only because its two new alternative-fueled vehicle technologies are helping to reposition the company from its status as environmental villains alongside all other automotive manufacturers, into tree-hugging custodians of the biosphere. View more results >>
Trends:Obviously, the dominating trend in these responses is skepticism; however, that skepticism is tempered by a pronounced sense of hope expressed by brandjunkies. And that should be encouraging for everyone in the industry.
While shady marketing campaigns and misleading advertisements that make claims of "going green" are seemingly everywhere, brandjunkies are paying attention to the truth, and that truth will set them free. Over time, the lawless landscape of "going green" will become better regulated and measured, and companies who dabble in greenwashing will have to "come clean" in front of everyone.
For now it is up to brandjunkies to speak the truth and prepare for the future. The "going green" movement will certainly have its day, and brandjunkies—by speaking the truth as they have in our survey—are going to lead the way.
The next top four choices was 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.
綠色環保意議題, 從行銷面觀察, 顯然是未來式！
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