Industries around the world are taking actionable and quantifiable measures to improve both their sustainability performance and their degree of external reporting, according to an annual report by brand consultancy Interbrand.
The 2012 Best Global Green Brands report ranked Toyota (#1), Johnson & Johnson (#2), and Honda (#3) at the top of the list, with Danone (#9), Ford (#15), Starbucks (#36) and UPS (#43) representing this year’s top risers.
As sustainability initiatives continue to gain relevance in the C-suite and with consumers, companies in all sectors are striving to strike a winning balance between building a green business and effectively communicating sustainable practices in the global marketplace, Interbrand says. The report examines the gap that exists between corporate environmental practices and consumer perception of those practices.
“Sustainability has proven to be a strategic and profitable aspect of business and a brand-strengthening asset,” said Jez Frampton, Global Chief Executive Officer of Interbrand. “It is crucial that consumers’ impressions of a brand are in close alignment with that brand’s actual environmental performance. Otherwise, a brand’s efforts in this area could serve as an under-utilized asset, or, conversely, suffer due to accusations of ‘greenwashing.’”
Key themes
In this year’s report, automotive and technology brands dominate the ranking. Toyota maintains the number one spot, continuing to make environmental sustainability a core management priority. The original Prius model – the primary launchpad for Toyota’s green image – has recently been expanded to encompass an entire family of sustainable automobiles, including the company’s first plug-in model. This year, Toyota also achieved near zero-landfill status at all of its North American manufacturing plants, and continues its commitment to build LEED certified buildings and dealerships.
Source: Sustainable Brands
By Bart King