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The Greenest Brands in America

April 22nd is the 47th anniversary of Earth Day, so this is the season to release our list of the top-25 greenest brands in America. Of 740 brands included in this year’s 22nd annual Customer Loyalty Engagement Index, 49,168 customers deemed these brands as authentically, resolutely, and significantly “green.” And when it comes to this particular value, high engagement is an indicator of positive consumer behavior in the marketplace. And the political arena, too.

The top-25 brands, presented alphabetically since consumer environmental expectations are category-specific and vary sector to sector, are:

  1. Amazon.com
  2. Apple
  3. AT&T
  4. Avis
  5. Ben & Jerry’s
  6. Best Buy
  7. Chick-fil-A
  8. Coke
  9. Discover Card
  10. Dunkin’
  11. Ford
  12. Fuji
  13. Home Depot
  14. Hyundai
  15. Jack Daniels
  16. Kiehl’s
  17. Konica-Minolta
  18. Microsoft
  19. New Balance
  20. Nike
  21. Pepsi
  22. Tom’s of Maine
  23. Toyota
  24. Wyndham Hotels
  25. Xerox

This year EarthDay.org campaign is, “Environmental & Climate Literacy.” Given the recent politicization of climate change, the campaign is designed to help make people more fluent in the concepts of climate change. A more climate-literate citizenry, it is hoped, will end up being the engine that fuels green voters and laws and policies that advance environmental protection.

Brands can’t simply play the environmental awareness card as part of a CSR or PR campaign anymore. In just the same way politicians are going to be held to the fire according to voter standards, so too are brands. Brands will have to do it in ways that meaningfully support a sustainable future that’s both palpable and believable to the consumer because when it comes to brands, consumers will end up “voting” with their wallets. And while it is the hope of many that corporations are looking to find ways to do business more sustainably, it’s worthy of note that brands are getting better at being “green.”

It’s been independently validated is that brands best able to meet expectations, particularly those that are more emotionally-based – saving the planet, for example – ultimately do better than those brands that don’t or can’t meet those expectations.

And when it comes to the bottom bottom-line, unlike many things in consumers’ lives, it’s precisely as Albert Einstein observed, “Look deep into nature, and you will understand everything better.”

Including brands.

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About Robert Passikoff

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Public Profile

Robert Passikoff, founder and president of Brand Keys, is a sought-after speaker and global thought leader on engagement and loyalty. He has pioneered work in these areas, creating the Customer Loyalty Engagement Index and the Sports Fan Loyalty Index. In 2008, New York University’s communication school declared Dr. Passikoff “the most-quoted brand consultant in the United States.”

Passikoff's marketing column Peeking at 21st Century Brands is syndicated to Blue MauMau by permission of Brand Keys.

Connect with Robert on LinkedIn.
 
Find out more about what makes customer loyalty happen and how Brand Keys metrics is able to predict future consumer behavior: brandkeys.com. Visit our YouTube channel to learn more about Brand Keys methodology, applications and case studies.

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