Perception vs. Reality
Top Five Green Brands as viewed by consumers:
GE, BP, Honda, Ford, Toyota.
Interestingly Brands like Nike and GM are actually in the top five but are viewed as being in the bottom five….
Goal: Find green measures that consumers understand and that also fit their brand. Legitimate companies shouldn’t be afraid of being green or expressing their green capabilities, it’s just a matter of doing it in a way that doesn’t alienate consumers, as well as making it show the companies values.
