Brand agency Interbrand has composed a top 50 of green multinationals. These top brands were analyzed on sustainability, measuring both brand perception and brand performance. Remarkably, the strongest brands not only accelerate on perception but are in perfect balance with their brand performance. Besides Toyota, the top 3 consists of 3M and Siemens.The differences between perception and performance on sustainability, are made clear in a sometimes painful way: consumers may see McDonalds, Coca-Cola and Ikea as sustainable brands, but their performance is lagging behind. Dutch brands Philips and Shell are positioned 32nd and 33rd in the ranking.
Interbrand analyzes these global brands on several criteria related to sustainability. In the area of performance, these criteria are: governance, operations, transport and logistics, stakeholder relationships and products and services. However, when it comes to perception, authenticity, distinction, relevance, consistency, understanding, and presence are the relevant measurements.
Rankings offer transparency to consumers and assist them in making choices more easily for a particular brand: a lot easier than for instance eco-labels do. On top of that, rankings contribute to increased competition and innovation, because companies want their brand to be in the top of the league. An innovative company is more capable of attracting and retaining both customers and employees.
NGO Solidar challenges top brand Nespresso with this parody on their famous George Clooney commericals
Over the last years Finch & Beak applied reputation- and performance rankings such as Reptrak to augment the internal awareness of sustainability demands within several organisations. For more information on speeding up the sustainability of your brand, please contact Josée van der Hoek, senior consultant, at firstname.lastname@example.org or call +31 6 28 02 18 80.