Everyone wants to be green, but while many are called, only ten made the 2010 ImagePower Green Brands Survey’s[1] list of top 10 U.S. brands:
- Burt’s Bees
- Whole Foods
- Tom’s of Maine
- Trader Joe’s
- Aveeno
- S.C. Johnson
- Publix
- Microsoft
- Ikea.
More than 60% of consumers in the survey insisted they want to buy from environmentally responsible companies, though US responders saying they would spend more on green products fell to 35% from nearly 40% in 2009 mirroring the soft economy.[2] Surprisingly in developing countries like Brazil, 72% of those polled said they were worried about environmental issues vs. 25% citing the economy. Among the things consumers want “green” companies to do include reducing toxics, recycling materials, using less energy and managing water usage. Many western consumers surveyed said cost was the single biggest obstacle, while Third World consumers cited availability. Chinese consumers said they were suspicious of claims to be “green,” and wanted greater transparency in the process.
[1] Source: WPP companies Cohn & Wolfe, Landor Associates and Penn Schoen Berland in partnership with Esty Environmental Partners. From a series of online interviews Feb. 27-March 24, 2010 with 9,022 people in the U.S., Brazil, China, France, Germany, India, U.K. and Australia.
[2] Almost 80% of US consumers said they were more concerned about the economy that the environment, the highest of any country polled according to Russ Meyer, chief strategy officer for Landor, San Francisco.
We are proud members of the International Licensing Industry Merchandisers Association (LIMA), the recognized, authoritative voice of the licensing industry.