Monday, 25 June 2007

Q. Why are Tesco seen as Green?

See my post a few weeks ago with the list of companies and brands seen as environmentally friendly. It goes:
1. Body Shop
2. Ecover
3. Whole Earth
4. The Co-op
5. Tesco
6. Marks & Spencer
7. Rachel's organic
8. Green & Black
9. Linda McCartney
10. Asda
11. Sainsbury
12. innocent

The exact question was about those 'trying their best to be environmentally friendly' and I think what we are seeing here is a list which mixes those being green in principle, and those which are doing green reforms. The stuff about packaging, supermarket plastic bags & so on, plus all the signs in store are clearly getting through.

But why is Tesco top of the reformers, ahead of M&S? Maybe because it is also doing things like this.
rsa/tesco carbon control site for schools

Here's a summary by the web site developers, atticmedia.
"The site, aimed at 7 -14 year olds, will give users an the opportunity to calculate their emissions (as individuals or schools/classes) and compare the footprints over a period of time. As well as calculating emissions, the site asks users to submit ideas that will help to lower carbon emissions. These ideas are viewable from the site and will be judged by those who have registered as well as by a celebrity "green" panel. Winners stand to win a green make over for their school as well as renewable energy products."

It wouldnt make news at ten in the same way as M&S 'PlanA' but it might well make Newsround, Blue Peter & so on. And running schemes from the grassroots up (like their classic 'computers for schools') is better in many ways anyway.

Perhaps some who work with retailers can give a view on what drove those rankings. The size of their customer base would have something to do with it too I suspect. But I also wanted to highlight this small but perfectly formed schools scheme. If you look at the history of brands like Body Shop through their activist years, two segments were key - mums of young children and teenagers. There's more to follow at some point on women and green marketing too btw.


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