San Francisco-based marketing expert Outlaw Consulting has released the 2008 Green Brands Index. Surveyed Generation Y, aged 21-29 years, admit they do not always shop 'green' but ecological factors are important in categories like food, beauty and homecare.

"Our aim was to discover which companies are going beyond the niche market of hard-core 'greenies' and winning over the more broadly influential members of this generation," said Barbara Bylenga, Outlaw Consultation founder and chief strategist.

The top 15 companies are seen as trailblazers, being the first in their category to promote an eco-friendly alternative. Companies favored by Generation Y include Whole Foods, Google, Toyota, Ikea, Starbucks, Apple, and Method.