Five carmakers are included in the top 10 greenest brands in the world, according to a new consumer attitude survey by market consulting firm Interbrand. In fact, the top three greenest brands on earth are Toyota (1), Ford (2) and Honda (3). Making it to the top 10 were Nissan (5) and Volkswagen (7). Non-carmakers who were considered by consumers as part of the 10 greenest brands in the world are Panasonic (4), Johnson & Johnson (6), Danone (8), Nokia (9) and Dell Computer (10). German carmakers BMW and Mercedes-Benz were ranked 13th and 17th, respectively. According to Emma Hrustic, Interbrand's global director of brand intelligence, the secret to be considered as among the greenest brands in the world is not just what they produce, but also how well they tell customers what they are doing. Hrustic said that perceptions are formed not just on the environmental value of their products, but also on how well a company communicates its commitment to sustainability.
She noted that carmakers are doing a good job of getting their message out, which is “You can be part of the problem and still part of the solution." The carmakers’ message includes campaigns to advertise environment-friendly cars and technologies. For instance, Hrustic noted,
Toyota was successful in making known to consumers around the world the hybrid Prius and its high fuel-efficiency. Ford is one of the highest risers in the survey, as it jumped from 13th last year to 2nd this year, thanks to growing global awareness of its EcoBoost technology. The Interbrand survey noted that Nissan jump from 21st in 2012 to 5th this year is thanks to growing global awareness of its zero-emission, the Leaf electric vehicle. [source: automotive news - sub. required]