Two natural foods giants and a certain hybrid car manufacturer (perhaps you've heard of them?) get top green billing among the coveted 21-29 demographic, according to a new survey.
The 2008 Favorite Green Brands Index, just released from Outlaw Consulting, rates the top 15 green brands among young American trendsetters. The big surprise? Top finishers earned their reps for some unexpected reasons.
In particular, some brands were voted green leaders due to their association with minimalist design, which trendsetters associate with environmental consciousness. For example, a large number of survey respondents put Apple in the "green" category due to the company's simple, streamlined design approach - even though respondents weren't sure of Apple's specific environmental policies. (Other companies known for a minimal, clean aesthetic include Method, Google, American Apparel, The Container Store, IKEA, and Kiehls.)
Many brands made the list for being proactive in providing information about their environmental efforts. Honest Tea (which just missed the top 15) was often commended for its decision to switch from glass bottles to plastic, and to explain on their labels that glass is heavier to ship and therefore more detrimental to the environment. Trader Joe's was also credited with telling a story about the environmental benefits of their products using packaging and signage.
"Our trendsetters are very hip and aware, but they are far from experts," explains Barbara Bylenga, founder and chief strategist. "Our aim was to discover which companies are going beyond the niche market of hard-core 'greenies' and winning over the more broadly influential members of this generation."
(The benefits of appealing to trendsetters has been well documented. A report released earlier this month found that most consumers rely on so-called "greenfluencers" for guidance on which green products to buy.)
Regardless of design or messaging, the bottom line for young, environmentally conscious trendsetters still comes down to style, the report suggests. For example, trendsetters claimed that they would be more likely to consider sustainably produced clothing if the current offerings weren't largely unfashionable or overpriced.
"[These young consumers] aren't willing to spend top dollar on an environmental product, and they won't compromise quality or style," says Bylenga. "Therefore, the brands they listed are not only those they merely see as green, but also those they see as relevant to their lifestyle and self-image."
In particular, any company seen as a trailblazer gets extra credit for leading the pack. Green leaders in their category tend to be more top of mind and earn more respect over the long term, according to the report. A prime example? Toyota and its innovative, market-leading Prius hybrid.
"Overall, we were struck by how passionate these consumers were about the topic," says Bylenga. "To them, being green does not mean fringe or hippie or new-age - today it's actually part of being hip and modern. The brands that made our list are being green in a way that resonates with this generation."
The 2008 Top 15 Favored Green Brands are:
- Whole Foods
- Trader Joe's
- Toyota
- Honda
- Aveda
- Zipcar
- American Apparel
- IKEA
- Seventh Generation
- Apple
- The Body Shop
- Starbucks
- Netflix
- Method
For more on this survey, click here.
Via | Sustainable Media Life
