Earthsense Report Features Surprises

Earlier this week, Earthsense released a report titled the Corporate Reality of Consumer Perceptions, exploring how consumers rate the eco-sensibility of various corporations.  What’s interesting about the report is not who’s ranked on top - Whole Foods, Earthbound Farm and Tom’s of Maine, along with the others who come out best have long been the torch-bearers for the eco movement – but rather the types of companies that consumers see the shine of green on.  Or maybe it’s not so surprising at all.

The report covered companies from 11 industries but the true standout companies came from only three of these industries – consumer packaged goods retailing, consumer packaged goods manufacturing and, oddly, Internet firms, with Google and Yahoo – a Peppercom client – both appearing among the nine standout companies.  Interestingly, Internet firms get a high ranking partially because their product is viewed as having a high “Earthsense.”  There are no natural resources used in creating an Internet search, and no waste product left behind once we are through with it.  However, we know from Michael Blankenship’s previous post that an online search is not without a carbon footprint and may not be so Earth friendly after all.

This is a clear depiction of how perception can shape reality in the green world.  As a result, it is critical that companies are effectively communicating green messages to shape public perception of both the company and its products.  While “greenwashing” and making unsubstantiated or exaggerated green claims is a definite no-no, being truthful and making honest efforts towards sustainability can help companies appear more eco-friendly in the eyes of its consumers.  If they don’t know what you are doing, they won’t see you as a company they support.

Is it any surprise GE is the only company of its type included in the top 35? 

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