In yet another survey of green/ethical brands, this time of 3000 UK adults by GfK NOP, the Co-op, Body Shop and M&S held onto the top three spots, but Sainsbury's lost out to Tesco at the foot of the table.

Rank 2008 Rank 2007

1 Co-op 1 Co-op

2 Body Shop 2 Body Shop

3 M&S 3 M&S

4 Green & Blacks 4 Traidcraft

5 Ecover 5 Cafédirect

6 Traidcraft 6 Ecover

7 Cafédirect 7= Green & Blacks & Tesco

8 Innocent

9 Divine 9 Oxfam

10 Tesco 10 Sainsbury’s

The surprises for me are:

1. The Body Shop's brand has survived the loss of founder Anita Roddick, who, even though she had sold the organisation to l'Oreal, was still associated with it in the press.

2. The position of Tesco on the table given the recent controversies over landbanking, competition and treatment of suppliers by the Big Four supermarkets. I wonder how much their position relates to their huge market share of the retail sector - does anyone want to admit they shop at an unethical store?

Labels: corporate social responsibility, ethical brands, green marketing, survey

The Chatsworth FOOTSIE 100 Green Washers and Green Winners survey has found that UK big business puts image and consumer pressure ahead of genuine concern for the environment. The survey asked more than 1200 "opinion formers" from including included journalists and commentators from the UK national print and broadcast press, the environmental and business trade media, political groups and sustainability experts. The results were:

• The main motivation for UK companies to adopt green policies is to protect their reputation (27%) followed by consumer pressure (20%) and good business sense (18%)
  
• Only 1% believe genuine concern for the environment is the key driver for UK companies to adopt green policies
  
• Marks & Spencer (45%) and HSBC voted the top green winners – the companies making the most genuine green effort
  
• BP, Tesco and British Airways considered to be most guilty of ‘greenwash’ by respondents
  
• BP, Tesco and Marks & Spencer have the highest profile and most effective green publicity campaigns in terms of coverage
  
• Majority of respondents (75%) believe it is better for big business to own up where they are not green and show willing to make any changes

BP and Tesco must be a bit gutted, spending all that money on publicity and getting branded "Greenwashers". I'm sure they'll be taking a close look at how M&S have converted their cash into credibility. The simple answer is "Walk the Walk AND Talk the Talk" - earlier this week they got voted joint greenest supermarket.

Labels: green business, green claims, survey