Landor Associates, Newsweek, and Penn Schoen Berland unite to uncover greenest brands

October 23, 2012

NEW YORK (23 October 2012) – In a marketplace where claims of green and organic products have become ubiquitous, the threat of being labeled a greenwasher constantly looms. As a consequence, brands are challenged with delivering both practice and communication. Released today, results of the 2012 ImagePower Green Brands Survey, conducted by Landor Associates, a brand consulting and design firm, and Penn Schoen Berland (PSB), a research and communication firm, measures consumer perceptions of green brands and corporate environmental sustainability practices. The results of this year’s survey also make up the 2012 Newsweek Green Brands Ranking’s “reputation score” and uncover four brand segments:

  • Unsung Heroes: Brands with strong green practices, but little public awareness
  • Free Passers: Brands with limited green practices, but strong brand halos that drive their green reputation
  • Losers: Brands with limited green practices that are publicly recognized for these limitations
  • Winners: Brands with strong green practices that are publicly acknowledged

The Newsweek reputation score is based on the 2012 ImagePower Green Brands Survey, which was conducted as an online poll of 8,743 Americans 18 and older. The data was weighted to ensure a representative sample of the U.S. population. The study has an overall margin of error of +/-1.05%. Each respondent was randomly assigned a selection of 13–15 major brands with which they were familiar on questions pertaining to qualities of the brand and its green behavior. Data were collected about the largest 215 U.S. consumer-facing brands and 36 major foreign consumer brands. The reputation score was calculated based on these responses.

“The four distinct brand segments we uncovered give valuable insight into the connection, or lack thereof, between brand behaviors and consumer perceptions. We know that brands can no longer act in quiet isolation, which is why gauging how consumers perceive their initiatives is so important,” explains Alex Braun, vice president of Penn Schoen Berland.

As in previous years, the survey also provides a ranking of the brands based purely on consumer perceptions. The 2012 top 10 ImagePower green brands are: 

2012-GB-Charts _23Oct 2012-2

The brands were measured across a wide array of general and environmental attributes, including “strong brand,” “high quality,” “good value,” “is a green company,” “is an environmental leader,” and “has environmentally friendly products.” Consumers also provided insight into their green purchasing habits and their perception of brand packaging and the impact of green advertising.

About Landor

Landor Associates is one of the world’s leading strategic brand consulting and design firms. Founded by Walter Landor in 1941, Landor pioneered many of the research, design, and consulting methods that are now standard in the branding industry. Partnering with clients, Landor drives business transformation and performance by creating brands that are more innovative, progressive, and dynamic than their competitors.

Landor’s holistic approach to branding is a balance of rigorous, business-driven thinking and exceptional creativity. Its work spans the full breadth of branding services, including brand research and valuation, brand positioning and architecture, naming and writing, corporate identity and consumer packaging design, branded experience, brand equity management, brand engagement, and digital branding.

With 24 offices in 18 countries, Landor’s current and past clients include some of the world’s most powerful brands, including BlackBerry, Citi, the Council on Foreign Relations, Diageo, Hilton Hotels, HP, Jet Airways, Microsoft, MillerCoors, Panasonic, PGA of America, Procter & Gamble, Taj Hotels Resorts and Palaces, and Verizon.

Landor is a member of the Young & Rubicam Group network within WPP, the world's largest marketing and communications firm.

About Penn Schoen Berland

Penn Schoen Berland (PSB) is a global research-based strategic communication advisory that brings the lessons learnt from its campaign trails into the boardroom to help companies negotiate some of their toughest corporate image and corporate affairs challenges. For over 30 years PSB has used research to leverage unique insights about public opinion, to give our clients a competitive edge. PSB serves Fortune 100 corporations, leading Hollywood studios, and has helped elect over 30 presidents and prime ministers around the world.

PSB is a part of Young & Rubicam Group and WPP; more information is available on

About Newsweek

The Newsweek/Daily Beast Company LLC formed in February 2011 when the revered print brand and the thriving young news site completed their merger, bringing together the warp speed 24/7 website with the depth, analysis, and investigative power of a great print magazine. The combined operation now attracts over 15.2 million unique online visitors a month and the magazine reaches 14 million readers across America, and millions more through its international editions.

The Daily Beast was founded in 2008 as the vision of Tina Brown and IAC Chairman Barry Diller. Curated to avoid information overload, the site is dedicated to breaking news and sharp commentary. After the merger, the Daily Beast became the online home of Newsweek magazine, which has served as the world’s preeminent conversation starter since its founding in 1933. Tina Brown, former editor of Vanity Fair, the New Yorker, and Talk, serves as editor-in-chief of both publications.

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