08.22.12
Honest Tea has released the results of its third annual National Honesty Index social experiment. From August 8th - August 19th, Honest Tea set up more than 50 unmanned pop-up kiosks in over 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 per 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; groupings of people including baseball fans, comic book fans, beachgoers, people with kids and more.
Among the findings:
The complete Honesty Index is available here, where visitors can check out and compare the honesty statistics of more than 30 cities and 50 different groups of people, and build customizable info-graphics, which are shareable across many social platforms.
"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 VP of marketing. "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 donate the money collected plus an additional amount 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 Mr. Goldman.
Full List of Honest Cities
Top 5 Least Honest Locations:
Iconic Business District Rankings:
Baseball Team Rankings:
Among the findings:
- 93% of participants were honest
- Salt Lake City and Oakland were both 100% honest
- Women are 95% honest while men are 91% honest
- Boston baseball fans are more honest than New York baseball fans
- Redheads are more honest than blondes and brunettes
- Motorcyclists were 92% honest while Comic Book fans were 86% honest
- Men with beards were 96% honest while bald men were 85% honest
The complete Honesty Index is available here, where visitors can check out and compare the honesty statistics of more than 30 cities and 50 different groups of people, and build customizable info-graphics, which are shareable across many social platforms.
"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 VP of marketing. "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 donate the money collected plus an additional amount 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 Mr. Goldman.
Full List of Honest Cities
- Oakland, CA 100%
- Salt Lake City, UT 100%
- Boulder, CO 99%
- San Francisco, CA 97%
- Seaside Heights, NJ 97%
- Boston, MA 96%
- Cincinnati, OH 96%
- Galveston, TX 96%
- Seattle, WA 96%
- Las Vegas, NV 95%
- Washington DC 95%
- Chicago, IL 94%
- Austin, TX 93%
- Cleveland, OH 93%
- Palo Alto, CA 93%
- New York, NY 92%
- Portland, OR 92%
- Sturgis, SD 92%
- Tempe, AZ 92%
- Atlanta, GA 91%
- New Orleans, LA 91%
- Atlantic City, NJ 91%
- San Antonio, TX 91%
- Denver, CO 90%
- Anaheim, CA 90%
- Philadelphia, PA 89%
- San Diego, CA 87%
- Charlotte, NC 86%
- Miami, FL 86%
- Los Angeles, CA 79%
Top 5 Least Honest Locations:
- Atlantic Terminal, Brooklyn, NY 61%
- Venice Beach, CA 76%
- Chelsea Piers, NYC 77%
- 16th St Mall, Denver, CO 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 baseball fans 90%
- New York baseball fans 83%
- Chicago baseball fans 83%
