Which Brands Do Consumers Think Are Greenest?

Publié le 3 août 2011 par Greenpeace ville de Québec

2011 Green Brand leaders and their best practices are profiled by Annie Longsworth, Global Sustainability Practices Leader for Cohn & Wolfe in a video interview with Bill Roth, founder of Earth 2017 and author of The Secret Green Sauce.

BP Tops Greenpeace In Green Brands Survey

Marks and Spencer is the brand with the most green credentials, followed closely by Innocent in second place and The Body Shop in third, according to a survey of 1,000 UK marketing pros from Marketing Week and Yougov. The survey’s goal was to reveal the top ten and ten worst green brands in the UK.

Detergent company Ecover and car manufacturer Honda came in at number five and six, respectively. BP came in at the number nine spot. But all three of these brands came in ahead of Greenpeace, which finished as the 10th greenest brand.

The survey also uncovered the fact that the UK’s marketing fraternity believe Shell and Exxon Esson to be the two least credible green brands in the UK. McDonald’s features as the third least green-friendly brand to UK marketers – charting close to Coke, perceived as the eighth least green friendly company.

Top ten green brands:
1. M&S

2. The Body Shop

3. Innocent

4. Co-OP

5. ECover

6. Honda

7. Waitrose

8. Tesco

9. BP

10. Greenpeace

Bottom ten green brands:
1. Shell

2. Exxon/Esso

3. McDOnalds

4. BP

5. BA

6. Ryanair

7. BAA

8. Coke

9. E.ON

10. British Gas

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