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Would You Buy a Green Fund with These 15 Companies?
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A market research company, Outlaw Consulting, has released a list of 15 companies that "100 of its most forward-thinking trendsetter panelists" - most aged 21 to 29 - perceive to be the most "green".
These are not companies normally covered in this website, but it does strike me that they could comprise a very attractive green fund. Just one problem - green fund managers tend to be more discerning than 21 to 29-year-old forward-thinking trendsetters, and may reject some of the companies as not really green.
In its press release, Outlaw Consulting said:
"Our aim was to discover which companies are going beyond the niche market of hard-core 'greenies' and winning over the more broadly influential members of this generation," said Barbara Bylenga, founder and chief strategist.
"Our trendsetters are very hip and aware, but they are far from experts. They aren't willing to spend top dollar on an environmental product, and they won't compromise quality or style. Therefore, the brands they listed are not only those they merely see as green, but also those they see as relevant to their lifestyle and self-image."
The brands that made the list did so for a range of reasons. Some brands were cited because they are seen as trailblazers, having been the first in their category to innovate or heavily promote an eco-friendly alternative. Other companies made the list simply because they are associated with a minimal aesthetic, which trendsetters associate with environmental consciousness.
The product category also played a role in which brands charted, as trendsetters admit that ecological factors are more important in some categories than in others. Finally, some brands were cited because they are more proactive in providing consumers with unique information on how to be more environmentally conscious.
The 15 companies are as follows, with a score (out of 10) based on their perceived greenness:
1. Whole Foods (8)
2. Trader Joe's (7)
3. Toyota (6.9)
4. Honda (6.4)
5. Google (5.9)
6. Aveda (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)
Not everyone agrees. A commenter at the Gristmill blog says:
Apple, Netflix and Starbucks all baffle me. Sure, I am typing this on a Mac, but Apple is known to be one of the least eco-friendly technology manufacturers. Netflix mailing out millions of red envelopes that end up in the trash isn't quite eco-friendly either, and the same goes for all of the waste that Starbucks puts out, not to mention their unfair labor practices and plantation-style farming in Central America.
Why not Patagonia or Chaco or someone who actually does a decent job of being eco-friendly. It seems like they just picked the 15 most stereotypical businesses that yuppies purchase from.
August 5th, 2008
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