The San Francisco based Outlaw Consulting that researches Gen Y culture, recently surveyed its trendsetter base on its favorite green brands. Generation Y wants to buy with their values, supporting companies that are green either by the way they run their business or by the products they sell. The top 12 favored by them are:
1. Whole Foods Market, a 28 year old company that has 270 stores and has a list of 80 ingredients that refuses to sell in store for ethical and health reasons.
2. Trader Joe’s with their green initiatives which include an in-house label that contains no artificial flavors, colors and preservatives, no MSG or added trans fats. They also feature vegan and gluten- free products.
3. Toyota, listed their Prius fuel-efficient model as their third-best selling auto.
4. Honda ranked second, with their Honda Civic Hybrid and more current and future greener business practices.
5. Google with their 2007 announcement to become carbon neutral, adopted a lot of green practices at their headquarters and has the largest corporate solar panel installation in the US.
6. Aveda. The 30 year old company has a lot of green initiatives, from cutting on plastic waste to recycling it and using green ingredients.
7. Zipcar, a newcomer that provides rental cars. The company claims that it has helped to remove 25,000 cars from the road, increased use of public transportation with 47 percent, and helped customers sell their cars.
8. American Apparel made it to the top 10 because of their relevancy to this age group. They recycle 30,000 pounds of cutting and fiber scrap a week and have the ultimate goal not to use conventional cotton at all.
9. Ikea. The Swedish furniture and accessories retailer has a lot of green practices, from renewable energy sources, greenhouse emissions and its plan to reduce its plastic bag usage by 50 percent by charging 5 cents for every “throwaway” plastic bag used.
10. Seventh Generation, founded in 1988 sells 100 percent recycled paper towels, tissues and napkins, offers natural cleaning products and sells garbage bags made with roughly 50 percent recycled plastic.