What is sustainability?
In the context of the Best Global Green Brands report, sustainability can generally be defined as a business approach to creating long-term value by embracing opportunities and managing risks derived from economic, environmental and social impacts. In a commercial sense, sustainability also involves creating and maintaining a product, service, or business identity that reflects added value in terms of environmental and social benefits. Sustainability is a time-tested strategic and profitable aspect of business and a brand-strengthening asset, as long as organizations take measurable steps to reduce their social and environmental impact and credibly convey benefits that are relevant to consumers, customers and other stakeholders.
Interbrand believes that the Best Global Green Brands lie at the point where perception and performance meet. With this in mind, the methodology of Best Global Green Brands is based on assessing both market perception and actual environmental performance.
The nominees are drawn from Interbrand’s annual Best Global Brands report, which ranks the world’s 100 most valuable brands. Brands on this list have a global presence and a demonstrated record of delivering value to their stakeholders. Interbrand excludes any brands that are considered distinct from their corporate parent because environmental activities are normally reported at a corporate level, while consumers are generally aware of the market-facing brand.
Deloitte analyzes each brand on 83 individual sub-metrics across six pillars — Governance, Stakeholder Engagement, Operations, Supply Chain, Transportation and Logistics, and Products and Services. Data is collected from publicly available sources such as annual reports, companies’ sustainability/CSR reports, responses to CDP Carbon and Water, and the Thomson Reuters ASSET4 database.
Interbrand conducts a survey in the 10 largest global economies (based on GDP), interviewing more than 10,000 consumers. Each brand is assessed by 1,250 consumers in terms of Authenticity, Relevance, Differentiation, Consistency, Presence, and Understanding of environmental claims. These six perception pillars are equivalent to the six external brand strength components used in Interbrand’s Brand Valuation model.
Interbrand weights the individual country brand scores according to GDP and sums them across all countries to calculate global green perception scores.
Policies and mechanisms put in place by the company to manage environmental impacts and successfully set and execute environmental programs.
The company’s performance across operations as measured in energy efficiency, GHG emissions, water management, waste management, and toxic emissions management.
Transportation and Logistics
The company’s performance in measuring, reporting, and mitigating the environmental performance of their transportation and logistics, business travel and commuting.
The degree to which the company recognizes and engages with the various relevant stakeholder groups associated with the company.
Products and Services
The product portfolio of the company and an evaluation of the green attributes of its products, including product efficiency, sustainable production, and use of life cycle assessment.
The company’s performance in measuring, reporting, and mitigating the environmental performance of their supply chain.
The perceived credibility of the brand’s environmental claims.
An assessment of the relevance of the brand’s environmental claims. This involves comparing the perceived importance of green activities for the category with the brand’s green perception.
How differentiated the brand’s green efforts are perceived to be relative to other competitors in the category.
The consistency of the brand's various green communications across all touchpoints.
Consumer awareness of the brand’s green activities and its green reputation in the market.
The level of understanding of the brand’s green activities as a whole.