Best Global Green Brands 2011


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Top Ten Green Brands & Scores

1 Toyota 64.19
2 3M 63.33
3 Siemens 63.08
4 Johnson & Johnson 59.41
5 HP 59.41
6 VW 58.90
7 Honda 58.90
8 Dell 58.81
9 Cisco 57.66
10 Panasonic 57.32

View All Top 50 Brands

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Best Global Brands

Best Global Brands is our annual study of the world’s most valuable brands.

Best Global Brands

Intentionality and Corporate Citizenship

By Tom Zara - Global Practice Leader, Corporate Citizenship

"Don't look back. Something might be gaining on you." - Satchel Paige

Corporate citizenship: what should we measure and why?

The physics that define our universe affirm that the speed by which we navigate through the galaxy is constant and has been for billions of years. Yet each morning and each month and at the end of each year, we shout to the rafters that the life we live is moving faster and faster seemingly out of control. The physics don’t support this declaration of fact. What we experience is the volume of information, the efficiency of transactions, and the realization that we are thrust into a world that is relentless in the pursuit of perpetual progress. It is the energy and awareness of change that gives us the illusion of reckless speed.

A contributor to this vortex of change has been the profound and pervasive adoption of corporate citizenship as the guiding light of conscious and ethical corporate behavior. There is now a call for accountability and transparency from the world’s top corporations. It is no longer a plus to embrace corporate social responsibility, but an inescapable priority of any organization interested in the long-term benefits of sustainable value creation.

One by-product of the shift to corporate citizenship as a strategic pillar of leadership is a keen and insatiable need for metrics. Proof of progress is not anecdotal, but rather monitored and measured in exacting methodologies that aid in the detection of flaws, validate the potency of a well-directed strategy, and guide the continuous challenges of change. Understanding what has been accomplished, what stands unfulfilled, and what new avenues of opportunity remain is the recipe of any and all change agendas. At the end of the day, we need to ask ourselves, “what should we measure and why?”

Interbrand is an unapologetic advocate for analytics and insight to drive and validate brand strategies. In an age of Wikipedia pundits, we are vigilant in the pursuit of quantifiable evidence that change is real and change is measurable. Over the past three years, we have defined and examined in the marketplace ways that help brands be better prepared to face the challenges of change where the speed is accelerated by the invitation to know more, see more, and share more information than seemingly digestible.

Indeed, two significant global Interbrand studies, “The New Age of Corporate Citizenship 2010” and “Best Global Green Brands 2011” have revealed that conventional thinking about “green” and CSR will not serve the brand well. The data supports and, in fact, propels us to rethink what we believe and what we know about consumer sentiment involving environmental and citizenship behavior and the impact on choice.

Corporate citizenship and The Best Global Green Brands

The Best Global Green Brands 2011 study examines the combined contribution of perceptions and performance in the context of environmental reputation. The importance of understanding how a brand behaves and how the marketplace perceives the brand on the measurement of environmental responsibility is paramount. Corporations are now looked to act in ways that reduce the sins of the past. They are expected and held accountable to innovate to make the Earth a better place.

However, corporate responsibility does not stop with the environment. While the environment is included in the agenda of responsibility, Interbrand further defines the sphere of influence to embrace five other key constituents: government, community, customers, suppliers, employees AND the environment. A corporation must now ensure that all it meets and leverages all of the above as well. Customers in both the B2B and B2C world are equally aware and influenced by how corporations behave in dealing with communities, governments, and partners (internal and external) as proof points that the organization truly stands behind their commitments.

Our research confirms that corporate citizenship does influence choice, commitment, favorability, and advocacy and that each dimension of corporate citizenship plays a different role in shaping customer loyalty. Organizations need to make it a priority to better understand the diversity of the global marketplace sentiment when examining “green” and corporate citizenship, and begin looking beyond just green to each of the factors of corporate citizenship. We will never minimize the importance of our environmental responsibilities, but a comprehensive understanding of corporate citizenship as a whole is required for any long-term advantage.