Outlaw Consulting has released a list of top 100 green brands based on a survey of their Gen Y trendsetter panel. The top 10 are Whole Foods, Trader Joes, Toyota, Honda, Google, Aveda, Zipcar, American Apparel, Ikea and 7th Generation.
As an article in Sustainable Life Media points out, the list favors companies that use minimalist design techniques and/or do a good job of marketing sustainability. It is both interesting and disappointing that a number of the companies on the list do not show up on lists produced by groups with deeper knowledge of sustainable business practices. Key quote on this from the article:
"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."
With sustainability becoming more important to consumers, it is worth better understanding what is driving green influencers. The Sustainable Life Media article also points out a study on this topic called Greenfluencers by communications firm Porter-Novelli that more broadly covers this topic.
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