Beverage News

Honest Tea releases results of national social experiment

August 21, 2012
/ Print / Reprints /
ShareMore
/ Text Size+

Honest Tea releases results of national social experimentHonest Tea, Bethesda, Md., released the results of its first National Honesty Index social experiment. Among the findings, 93 percent of participants were honest; Salt Lake City and Oakland, Calif., were both 100 percent honest; women were 95 percent honest while men were 91 percent honest; Boston baseball fans were more honest than New York baseball fans; redheads were more honest than blondes and brunettes; motorcyclists were 92 percent honest while comic book fans were 86 percent honest; and men with beards were 96 percent honest while bald men were 85 percent honest.

From Aug. 8-19, the company set up more than 50 unmanned pop-up kiosks in more than 30 cities across the country, with each location stocked full of Honest Tea and Honest Ade. Signage at the stands offered the beverages for $1 a bottle with payment based on the honor system, going into a clear box on-site. The outcomes were recorded using a customized digital tracking application by undercover observers nearby. Data collected for the National Honesty Index included geographic locations such as cities and iconic business districts; observable characteristics like gender and hair color; and groupings of people including baseball fans, comic book fans, beachgoers, people with kids and more.  
 
"While the National Honesty Index measured consumer’s honesty in almost three times as many cities as last year, it was great to see that, by and large, people across the country are honest," said Peter Kaye, Honest Tea’s vice president of marketing, in a statement. "With the exception of the man who tried to steal our duct tape, it's inspiring to see these results are consistent with our efforts to be refreshingly honest in making our beverages with real, organic ingredients."
 
Honest Tea will match the money collected and donate it to City Year, an AmeriCorps program which unites young people of all backgrounds for a year of full-time service. The goal of the nonprofit is to build community by helping to turn around high-need schools and get at-risk students back on track.
 
“Since one purpose of our experiment is to highlight the level of trust in communities across our nation, we’re glad to donate the money collected from this year’s experiment to City Year, which helps make our communities stronger,” said Seth Goldman, president and TeaEO of Honest Tea, in a statement.

A full list of the measured cities and breakouts by specific geographical areas and baseball teams is below. The complete Honesty Index is available at nationalhonestyindex.com, where visitors can check out and compare the honesty statistics of more than 30 cities and 50 different groups of people and build customizable infographics, which are shareable across many social platforms.  
 
Full List of Honest Cities

Oakland, Calif. 100%
Salt Lake City 100%
Boulder, Colo. 99%
San Francisco 97%
Seaside Heights, N.J. 97%
Boston    96%
Cincinnati 96%
Galveston, Texas 96%
Seattle    96%
Las Vegas 95%
Washington    95%
Chicago    94%
Austin, Texas 93%
Cleveland    93%
Palo Alto, Calif. 93%
New York 92%
Portland, Ore. 92%
Sturgis, S.D. 92%
Tempe, Ariz. 92%
Atlanta    91%
New Orleans 91%
Atlantic City, N.J. 91%
San Antonio 91%
Denver    90%
Anaheim, Calif. 90%
Philadelphia    89%
San Diego 87%
Charlotte, N.C. 86%
Miami    86%
Los Angeles 79%


  
 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 


Top 5 Least Honest Locations:

Atlantic Terminal, Brooklyn, N.Y. 61%
Venice Beach, Calif. 76%
Chelsea Piers, New York City 77%
16th St. Mall, Denver 80%
South Side Chicago 82%


  
  
   
  
   
 

 

Iconic Business District Rankings:

Madison Ave. 98%
Wall Street  97%
Capitol Hill 93%
Silicon Valley 93%
K Street 91%
Hollywood    88%


   
 
  
   
   

 



Baseball Team Rankings:

Boston baseball fans 100%
San Francisco baseball fans 97%
Washington, D.C., baseball fans 93%
Anaheim, Calif., baseball fans 90%
New York baseball fans 83%
Chicago baseball fans 83%


  
  
   
   
   
   

 Did you enjoy this article? Click here to subscribe to Beverage Industry.  

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

Dinner with Tequila Don Julio

Diageo is taking its Tequila Don Julio brand on the road this summer with a rolling Airstream Speakeasy mobile craft cocktail bar. The team stopped in Chicago on July 29 to share some specialty tequila cocktails paired with food from Chicago restaurants Honey Butter Fried Chicken and The Radler as well as dessert venues Black Dog Gelato and Baker Miller. (Photos by Jennifer Haderspeck)

9/17/14 2:00 pm EDT

The Path to New Product Success: Navigating the latest trends for new beverage development

By attending this webinar, you will learn about the top trends and how they fit into the CPG market, which channels are influencing new products and technology, how Packaging fits into your product development, and ways you can use innovation to increase sales.

Podcasts

Gert van Manen, president of iTi Tropicals Inc., shares his insights on the U.S. coconut water market. Citing research from Krueger Food Laboratories, he also supplies information highlighting the difference between products that declare their added sugars and those that do not.

Beverage Industry Magazine

BI October 2014 cover

2014 October

The October 2014 Beverage Industry includes a cover story on our 2014 Executive of the Year, Keurig Green Mountain's CEO Brian Kelley, as well as articles about bottled water consumption, whey nutrition, and more. Check it out today!

Table Of Contents Subscribe

Bottled Water Trends

Which bottled-water trend will fare the best in 2015?
View Results Poll Archive

THE BEVERAGE INDUSTRY STORE

cleaning-in-place-dairy-foo.gif
Cleaning-in-Place: Dairy, Food and Beverage Operations, 3rd Edition

This book addresses the principles of cleaning operations, water supply issues and the science of detergents and disinfectants.

More Products

Beverage Insider eNewsletter

Are you an Insider? Subscribe to Beverage Industry’s weekly e-newsletter to receive news headlines, new product information and magazine highlights.   

STAY CONNECTED

facebook40 twitter    youtubelinkedgoogle+ icon 40px

Webinars

Beverage Industry Webinars are an easy, effective and convenient way to get educated and informed on the latest industry trends and topics. All Webinars are FREE unless indicated. For more information, check out our Events page!