Outlaw Consulting Announces Top 15 Green Brands

SAN FRANCISCO, CA, Jul 30 (MARKET WIRE) --
Outlaw Consulting, the source of market intelligence on the social and
style trends that impact mainstream consumers, today officially released
its 2008 Favorite Green Brands Index, revealing the brands that are most
favored for being environmentally conscious among young trendsetters
across the U.S. The top 15 brands represent a range of product categories
including retail, technology, fashion, personal care, and automobiles --
with Whole Foods, Trader Joe's, Toyota, Honda, and Google receiving top
ratings.

The qualitative market research firm surveyed 100 of its most
forward-thinking trendsetter panelists living in New York, Los Angeles,
San Francisco, and Miami, asking them to identify companies they perceive
as "green" and their reasons why. The sample primarily consisted of "Gen
Y" consumers, ages 21-29, selected from a larger panel of 500 trendsetters
that Outlaw Consulting has been cultivating for the past 13 years.

"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.

Top 15 Favorite Green Brands

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

Sample = 100; Rankings based on mean scores on a 10-pt scale

Green
Trailblazers Earn Lifelong Respect

According to the study, companies that are seen as trailblazers in their
category tend to be more top of mind and earn more respect over the long
term. Toyota is the best example of this, because its innovative and
popular Prius was the first to catch the public eye, with Honda hot on its
heels. Trader Joe's and Whole Foods are seen as twin pioneers in the
grocery landscape, along with The Body Shop in personal care and Seventh
Generation for cleaning products. The research also revealed several
product categories that are ripe for companies willing to be
eco-trailblazers, including airlines, restaurants, beverages, electronics,
as well as the music and movie industries.

Minimal Design = Green

The findings also revealed that brands could be perceived as green based
on their approach to product and packaging design. Many trendsetters
surveyed put Apple in the "green" category due to the company's simple,
streamlined design approach -- even though respondents weren't sure of
Apple's specific environmental policies. A similar opinion was held about
several other companies known for a minimal, clean aesthetic, including
Method, Google, American Apparel, The Container Store, Ikea, and Kiehls.
Minimal design implies, to these panelists, that a company understands
how to make the most of the fewest resources.

The Importance of the Category

The Top 15 list tends to favor certain product categories, as panelists
admit ecological concerns matter more when buying certain types of
products. Any company that manufactures food, for example, had a greater
chance of making the list -- because trendsetters admit they are most
eco-conscious when buying products that they personally ingest. This also
includes beauty items and cleaning products (which emit airborne fumes and
chemicals). However, the research also found that these categories tend to
have the widest array of options, and that consumers might be more
interested in other categories if more options were to surface. For
example, trendsetters claimed that they would be more likely to consider
sustainably produced clothing if the current offerings weren't largely
unfashionable or overpriced (with American Apparel as the notable
exception).

Brands As Information Sources

Another theme identified in the research was that brands could be sources
of information related to environmental consumption. The research revealed
that these consumers, like most Americans, are still figuring out how to
be more mindful consumers. They are researching facts, trading
information and taking educated guesses -- and any company that uses its
product to communicate a unique perspective will earn points for
contributing to the education process or creating greater awareness. For
example, Honest Tea (though it didn't quite chart on the Top 15) was
often commended for its decision to switch from glass bottles to plastic,
and to explain on their labels that glass is heavier to ship and
therefore more detrimental to the environment. Trader Joe's was also
credited with telling a story about the environmental benefits of their
products using packaging and signage.

"Overall, we were struck by how passionate these consumers were about the
topic," says Bylenga. "To them, being green does not mean fringe or hippie
or new-age -- today it's actually part of being hip and modern. The brands
that made our list are being green in a way that resonates with this
generation."

To read more about the survey, go to http://www.outlawnewsletter.com.

About Outlaw Consulting

A qualitative market research firm, Outlaw uses a range of innovative
methodologies to gain market insight related to social and style trends
and the people who influence them. The firm continuously tracks consumer
mindsets to pinpoint which trends will gain mass-market acceptance,
helping companies such as Levi Strauss & Co., Diageo, Converse, BevMo,
Gallo and other major marketers, to keep their brands, products and
services relevant to new generations of consumers. The company, which is
headquartered in San Francisco, develops and manages Trendsetter Panels
and also provides customized strategic research to consumer marketers,
advertising agencies, and retailers around the world. For more
information, visit www.outlawconsulting.com.

Contact:
Outlaw Consulting
(415) 541-9300

Barbara Bylenga
bbylenga@outlawconsulting.com

Holly Brickley
hbrickley@outlawconsulting.com

Copyright 2008, Market Wire, All rights reserved.

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