Last May we reported on the release of the ImagePower Green Brands 2.0 survey, which pegged the top ten green brands in the U.S. as well as globally by industry. We snagged some face time with Annie Longsworth, Executive Vice President at Cohn & Wolfe (which, along with Landor Associates and Penn, Schoen and Berland, developed the survey) to identify some key takeaways for companies looking to bump up the green factor in their own branding strategy.

SLM: Some companies highlighted by the Green Brands 2.0 report have a natural and long-standing connection to "green lifestyle" products, such as Whole Foods, the Body Shop, and Aveda. But car makers Toyota and Honda made the list as well. What does this tell us about how consumer expectations have changed in recent years?

Annie: One of the most interesting aspects of this years survey was the dramatic increase in consumer awareness and concern for green issues, as compared to similar research we conducted in 2006. And, given that 100% of the people we spoke to identified themselves as some shade of green, theres a huge opportunity for brands of every kind to play a role in shaping our green economy. Toyota is, in many peoples eyes, the model for how a company that didnt have an intuitive or obvious tie to green has become almost synonymous with it because of the Prius.

Also, we expected some industries to score more poorly than others, namely travel/transportation and energy. We were surprised, however, that high tech , both hardware makers and online companies , scored just as poorly among consumer. We learned that while the negative impact technology has on the environment isnt as immediately obvious as, say transportation, consumers still understand that tech companies make toxic products that are difficult to recycle and consume massive amounts of energy.

SLM: Tell us about "Jen." Who is she, and why should companies be trying to reach out to her? Is "Jen" a useful tool for any business or does it vary by industry?

Annie: Jen represents the most active type of green consumer , the young urban and suburban woman. Thinking about her, and the life she lives, helps us and our clients personalize our data and identify with it more closely. We are working on similar models for the other green segmentations, but we also caution ourselves (and our clients) against becoming too focused on a single consumer.

SLM: Which industries have made the greatest strides in branding?

Annie: Whole Foods, Wild Oats, and Trader Joe's, all in the food category, are the top three U.S. green brands. It's particularly noteworthy, however, when a company successfully communicates a green message in a traditionally non-green category. Good examples of these are BP in the petroleum category and Toyota and Honda in the automotive category.

(For more on this topic, read "Brands in the Balance," by Russ Meyer, Chief Strategy Officer for Landor Associates.)

SLM: If studies show that consumers are drawn to companies incorporating smart environmental strategies, what's holding certain sectors back from communicating a green message?

Annie: This is a great question, and its important to look at the answer from both the consumer and the company perspectives. First, consumers are smart and they expect companies to put their money where their mouth is, so to speak. Its clear from our research that companies like Body Shop and Whole Foods, which address sustainability throughout their organizations as well as in their products, have the most resonance with consumer. From the brand perspective, many companies have witnessed the affects of greenwashing and recognize that being a green company is truly more than marketing or public relations. It requires a C-level commitment, years, in some case, of system changes, and a deep exploration into every nook and cranny of the business to address its impact on the environment as well as having a relevant and differentiated product offering. Having a long term communication strategy that is aligned with the companys sustainability program is critical.

SLM: The survey makes the distinction between "active green" and "muted green" companies. What's the difference, and is "active" necessarily better?

Annie: Our survey showed that 100% of our population relates to green on some level, and we know that what tends to drive people to action on any green issue is their overall view of whether things are heading in the right direction or wrong direction.

The ones we call active greens distinguish themselves by being part of the solution, in part because they believe other organizations such as government and media arent doing enough. They actively participate in greener activities like washing their cars by hand as opposed to going to a car wash, and have a deeper understanding of what they can do as individuals to reduce emissions.

Muted greens also have a consciousness about the environment, but they have not internalized it in the same way. Their lifestyle is often less conducive to making greener choices, and they are less likely to make a purchase decision based on sustainability issues. The people in the muted green group are also less likely to take action because they believe others , government, media, NGOs , are doing whats needed to solve the problems.

From a brand point of view, no one shade of green is better than another, but having this information helps make marketing, R&D and distribution decisions.

SLM: What the one thing every company should do before launching a green branding push?

Annie: It is absolutely critical is to look in the mirror to determine the changes that need to be made as a company in order to have a credible story to tell. We advise our clients to work with one of the many expert consultants who analyze emissions output, determine supply chain issues, etc. to really get a handle on their environmental footprint.

SLM: How can readers learn more?

Annie: Our research is ongoing, so when we see folks in New Orleans in September, well have some very fresh information to share. In the meantime, you can find more information about our research, as well as contact information for all three companies, here.