Survey: Top Choice for Truly Green Brand is Nobody

via : GreenBiz. Mar 31. 2008.


By GreenBiz StaffPublished March 31, 2008
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OAKLAND, Calif. -- 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 isserious about being green. "There are attempts at establishing greencredentials-but these attempts are happening in silos within brands andcompanies," says one reader's answer. "Very often, the 'green' aspectof the business is far outweighed by the 'non-green' areas."
The next top four choices was Toyota at 9.4 percent, BP at 3.3percent, The Body Shop at 3.1 percent and Honda with 2.7 percent. Theremainder of the respondents chose a variety of other companies,including General Electric, Virgin, Patagonia, Greenpeace, Whole FoodsMarket, 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 topspot for many of the survey's other questions asking which brandreaders would want to sit next to at a dinner party, which brand wouldhave the biggest impact on history if sent back 100 years, which brandthey would describe themselves as and which brand inspires them themost.
Brandchannel.com, published by branding company Interbrand,surveyed about 2,000 of its readers from 107 countries in February andMarch 2008. Almost 75 percent of those surveyed work in marketing, andrespondents were free to name any brand in their answers.

Interbrand調查原稿如下：

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