July 31, 2008

Whole Foods, Trader Joe’s, Toyota Tapped By ‘Trendsetters’ As Greenest Brands

Market research firm Outlaw has released its 2008 Favorite Green Brands Index, with Whole Foods, Trader Joe’s, Toyota, Honda, and Google receiving top ratings.

The company surveyed what it calls its 100 most forward-thinking trendsetters ages 21-29, living in New York, Los Angeles, San Francisco, and Miami, asking them to identify companies they perceive as “green” and their reasons why. It revealed that while the trendsetters are hip and aware, they are not experts and they won’t spend top dollar on environmental products or compromise quality or style.

“The brands [the trendsetters] listed are not only those they merely see as green, but also those they see as relevant to their lifestyle and self-image,” said Barbara Bylenga, Outlaw Consulting’s founder and chief strategist in a release.

The brands that made the list did so for a range of reasons. Some were cited for being trailblazers, having been the first in their category to innovate or heavily promote an eco-friendly alternative, such as Toyota’s Prius.

Others made the list simply because they are associated with a minimal aesthetic, which trendsetters associate with environmental consciousness, such as Apple, even though many respondents weren’t sure of Apple’s specific environmental policies.

Trendsetters admit that ecological factors are more important in some categories than in others with food brands having a higher chance of making the chart because it’s something they personally ingest.

Finally, brands  more proactive in providing consumers with unique information on how to be more environmentally conscious were also cited. Such as Trader Joe, which shares stories about its product’s environmental benefits using packaging and signage.

Top 15 Favorite Green Brands
1.  Whole Foods
2.  Trader Joe’s
3.  Toyota
4.  Honda
5.  Google
6.  Aveda
7.  Zipcar
8.  American Apparel
9.  Ikea
10. Seventh Generation
11. Apple
12. The Body Shop
13. Starbucks
14. Netflix
15. Method

Whole Foods, Trader Joe’s Toyota, GE, and Method also made top ranking in the 2008 ImagePower Green Brands Survey.

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