The top four brands seen as truly green are Toyota (9.4%) , BP (3.3%), Body Shop (3.1%), and Honda (2.7%), according to the 2008 Brandjunkie survey.
Unfortunately for marketers, the top answer given was “none,” at 19.4 percent.
“Obviously, the dominating trend in these responses is skepticism; however, that skepticism is tempered by a pronounced sense of hope expressed by brandjunkies, Jim Thompson writes on brandchannel.com. “And that should be encouraging for everyone in the industry.”
Another recent green brand survey found that Marks and Spencer is the brand with the most green credentials, followed closely by Innocent in second place and The Body Shop in third.
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Comments
The fact that oil and car companies are so prominent must say more about the power of their advertising than their committment to sustainability.
Brendan Dunphy April 3rd, 2008