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Greenest Brands

Just spotted this in this week's Harpers:

10 Greenest Brands
  1. Marks & Spencer
  2. The Body Shop
  3. Innocent
  4. Co-op
  5. ECover
  6. Honda
  7. Waitrose
  8. Tesco
  9. BP
  10. Greenpeace
Source: Marketing Week survey of 1,000 marketing professionals

Seems strange to judge which brands are greenest based entirely on the opinions of a few marketing professionals. Surely the whole point of marketing is to skew people's opinion in favour of certain brands anyway?

I'm always amused by how the press can find and publish completely and utterly meaningless statistics and put them in front of you as if they might actually inform you of something.

More amusing, in this case, however, is the fact that, according to this, a major oil company (BP) is greener than a major environmental campaigning organisation (Greenpeace). Clearly, Greenpeace really had better clean up their act...


( 5 comments — Leave a comment )
9th Apr, 2008 06:53 (UTC)
Oh dear...
9th Apr, 2008 10:36 (UTC)
The marketing definition of green is something to do with how many annoying chirpy slogans you have put on walls and bus stops this week, not how actually environmentally friendly you are.
9th Apr, 2008 11:51 (UTC)
Either that, or it has nothing to do with the environment at all, just what color the brand is. Brands like M&S and BP do seem to use the green colour quite a lot...
10th Apr, 2008 11:41 (UTC)
One could argue that as BP sells something economically important with a significant environmental impact but does something (enough? Who knows...) to reduce that impact, it is greener than Greenpeace, which merely sells a warm fuzzy feeling.

If you do a cost-benefit analysis on that, BP has significant environmental costs but significant economic benefit, whereas Greenpeace has smaller environmental costs but no economic benefit.

That assumes you subscribe to the somewhat cynical theory that Greenpeace exists only in order to raise money for Greenpeace, of course ;-)
10th Apr, 2008 22:48 (UTC)
*giggles* Oh dear oh dear oh dear. *shakes head sadly* Greenpeace, we had such a high opinion of you until now...
( 5 comments — Leave a comment )

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