Supermarkets are 'greenest'

UK supermarkets are the 'greenest' brands in the UK, according to WPP's 2009 green brands survey.

In the poll of more than 1,000 people in the UK, four of the top five places in the green league table were taken by Marks & Spencer, Sainsbury's, Waitrose and Tesco respectively.

The Body Shop was named the greenest brand, with energy companies E.ON and EDF also making the list alongside Google, Dove and Honda.

The research, commissioned by Cohn & Wolfe, Landor Associates and Penn, Schoen & Berland Associates, suggested brands were having a tough time remaining green.

It found 88 per cent of shoppers saw green products as more expensive and 70 per cent were more concerned about the economy than the environment. Nevertheless, 77 per cent still said a company's green record was important and 37 per cent specifically chose products that were environmentally conscious.

Meanwhile, 66 per cent of business leaders in an Ogilvy survey said firms would regret scaling back on CSR during the downturn. The study also found 40 per cent of consumers were more concerned with environmental and social issues than before the recession.

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