Welcome back to Demand and Desire: Interbrand’s series of podcasts about the art and science of branding.
This time: a look at Interbrand's newly launched Best Global Green Brands report 2012.
Jez Frampton, Global CEO of Interbrand, and Dave Pearson, Global Sustainability Leader of Deloitte Touche Tohmatsu Limited discuss the business opportunities of sustainability.
Brands are finding that there is a real value to being sustainable. With a growing focus on sustainability, brands are finding opportunities to innovate, creating new products and engaging with consumers in new ways.
Brands should take heed, though. It's not enough to talk green. Performance must be there and sustainability efforts need to be effectively communicated to the public. It’s all about the balance between performance and perception.
Interbrand, the world's leading brand consultancy and author of the annual Best Global Brands report, has released its 2012 Best Global Green Brands report. Performance data in the report is powered by Deloitte. The report identifies the gap between customer perception and a brand's performance relative to sustainability.