Outlaw Consulting
July 2008
Sample: 100 trendsetters between the ages of 21-29 living in New York, Los Angeles, San Francisco, and Miami.
Method: First surveyed 21 trendsetters with open-ended questions to compile a list of their favorite green brands and why they liked them, then surveyed the full sample of 100 with this list for more quantitative data. Second survey also included six open-ended questions to build on some of the qualitative themes identified in the first survey.
Question: Please rate the following companies on a scale from 1 to 10 on your perception of their commitment to green practices. By “green” we mean efforts to help make the environment more sustainable. Don’t worry if you don’t really know the specifics of their practices; we’re interested in the overall impression you have of the company. A “1” means your impression is the company makes no effort at all to be green, a “10” means your impression is the company is highly committed to being green.
Top 15 Favorite Green Brands
| 1 | Whole Foods | 8 |
| 2 | Trader Joe's | 7 |
| 3 | Toyota | 6.9 |
| 4 | Honda | 6.4 |
| 5 | 5.9 | |
| 6 | Avenda | 5.7 |
| 7 | Zipcar | 5.4 |
| 8 | American Apparel | 5.3 |
| 9 | Ikea | 5.3 |
| 10 | Seventh Generation | 5 |
| 11 | Apple | 4.9 |
| 12 | The Body Shop | 4.8 |
| 13 | Starbucks | 4.7 |
| 14 | Netflix | 4.6 |
| 15 | Method | 4.5 |
Sample = 100; Rankings based on mean scores on a 10 point scale
