How Green is Your Favorite Brand?

A recent Brandweek.com study by Landoor Associates, Penn Schoen Berland and Burson-Marsteller, revealed that more consumers are taking corporate social responsibility into consideration when making purchases. The survey found 55% of consumers would choose a brand that supports a cause over another brand and 75% of the consumers surveyed find company's social responsibility to be important. A brand's environmental responsibility ranks as one of the top consumer concerns.

But how do you find out how green your favorite brand is? The labels of your favorite products don't always tell the whole story. A product that states it's natural or eco-friendly doesn't always mean the company making the product is committed to reducing their overall environmental impact. Luckily, there are a few resources consumers can count on to find out how green their favorite brand is.

Climate Counts (climatecounts.org) rates businesses on their environmental impact. The organization rates corporations on 22 different factors including climate footprint, actions they have taken to reduce their impact on global warming, support for progressive climate legislation and disclosure of climate activities. The criteria are used to rate companies on a 0-100 point scale. The higher a brand's score, the more green the brand is.

Green Brands & Industries on the Right Environmental Track

When it comes to environmental responsibility, the electronics industry is definitely leading the way. Climate Counts shows all the leading electronics manufacturer brands as striding ahead with their green initiatives. Many of the leading internet and household brands are heading in the right direction as well.

Not-So Green Brands & Industries in Need of Improvement

On the flip side, major manufacturers of toys and children's equipment are way behind the green trend. None of the 13 manufacturers rated by Climate Counts have fully embraced green initiatives into their business practices. The majority of mattress and furniture manufactures are in need of improvement as well.

Finding Green Brands

Consumer Reports has also added a section to their website entitled Greener Choices. The website provides information and product comparisons to help consumers make green choices when shopping. The WorldWatch Institute also provides a "Behind-the-Scenes Guide to the Things We Buy." From cell phones to chocolate, the guide tells the full story behind the products we buy and considerations to make green purchases.

Consumers looking to reduce their environmental impact can use their purchasing power to support green brands that are doing the same.

Sources:

Climate Counts Score Card - http://climatecounts.org/scorecard_overview.php

Consumer Reports - http://www.greenerchoices.org/home.cfm

Brandweek: Survey: Consumers Prefer Socially Responsible Brands - http://www.brandweek.com/bw/content_display/esearch/e3iedc670800607df6c8c6c43fb030f868f