Toyota takes top spot in Interbrand's 'Green Brands' report

The automotive sector dominates with Toyota, Ford and Honda claiming the first, second and third spots respectively this year; and Nissan (5th), Ford (2nd), Nokia (9th), and UPS (32nd) earned honours as the year’s top risers. New entrants include Nestle (14th), Kia (37th), ZARA (48th) and Colgate (50th).

“The report provides leading brands with the insights they need to develop robust strategies – strategies that will not only drive their businesses forward, but also have a positive impact on the environment and communities in which those businesses operate,” Jez Frampton, global chief executive officer of Interbrand - a brand consultancy firm, said.

Interbrand’s “2013 Best Global Green Brands” report examines the gap between a corporation’s environmental practices and consumers’ perceptions of those practices. When identifying the top 50 Best Global Green Brands each year, Interbrand selects from the 100 brands that make up its annual Best Global Brands report. The company then conducts extensive consumer research to capture public perception of the brand’s sustainable or green practices and compares that to environmental sustainability performance data provided by Deloitte – data that is based upon publicly available information.

“What makes Best Global Green Brands report unique and valuable is that it examines performance and perception in action,” Frampton said.

David Pearson, Deloitte’s global sustainability leader, noted: “Sustainability continues to assert itself on the business agenda. Customers and stakeholders are holding businesses more and more accountable for sustainability performance, and businesses are working hard to ensure that their external perception reflects their internal efforts. Leading global brands are thus showing increased focus and innovation in the sustainability realm – leading to improved programmes and reporting.”

Automotive brands make up 50 per cent of this year’s top ten with Toyota, Ford and Honda as the top three, followed by Nissan and Volkswagen as the fifth and seventh respectively. Collectively, the heavily regulated auto industry has effectively showcased its innovations and firm commitment to manufacturing vehicles in an increasingly sustainable way. Although most automotive brands have invested in meeting sustainability goals and complying with regulations, those brands that have invested in creating innovative products as evidence of their commitment to sustainability (eg, Toyota Prius, Ford EcoBoost and Nissan LEAF) are receiving more recognition from consumers.

Toyota, the first Best Global Green Brand for the third consecutive year, continues to dominate the hybrid vehicle market. 

The company sold more than 2.9 million Prius models worldwide in 2012. Toyota is also exploring the future of mobility by building a low-carbon society called Toyota Ecoful Town in Toyota City, Japan. From reducing greenhouse gas emissions to using reusable metal containers for shipping and distribution, Toyota is a leading example of what can be achieved – both in terms of performance and perception – when a company makes sustainability an integral part of its overarching business strategy.

Japanese automaker Nissan emerged as the top riser on this year’s report. The brand moved up 16 places and broke into the top 10. As with other brands in the auto sector, Nissan is becoming increasingly committed to developing and promoting its green credentials. In February, the company announced that 50,000 LEAFs had been produced worldwide, making it the most widely sold electric passenger car of all time. Nissan plans to cut 15 per cent of vehicle weight starting in 2017, and it has joined forces with Daimler and Ford to develop a line of affordable fuel-cell cars that will roll out in 2017. Reducing vehicle weight through smarter design and material selection, utilising renewable and sustainable materials and turning to alternative fuels are just a few of the ways Nissan is making significant strides in the green arena – and proving that sustainability can, in fact, lead to profitability.

 

PANASONIC LEADS TECHNOLOGY BRANDS

Twelve brands from this year’s Best Global Green Brands report hail from a sector deeply rooted in innovation: technology. Technology brands are leveraging their core competency of engineering and cultural drive for constant innovation to increase their positive impact on the environment. On the whole, the technology sector leads the way in making environmental considerations a top priority and this has even begun to influence other sectors as well. Whether it be efforts to reduce energy use through more efficient designs or re-imagining how products are packaged and shipped, leading tech brands are turning their flagship offerings into performance and efficiency heroes. Panasonic (4th), the Japanese multinational electronics company, earned its position as the category leader by continuing to offer innovative, eco, and smart solutions to its global consumer base.

 

ADIDAS, NIKE, H&M, AND ZARA 

With the magnifying glass of social media hovering over apparel and retail brands, supply chain has graduated from a means of creating efficiency and lowering cost to a real indication of what these brands stands for. Adidas (15th), Nike (31st), H&M (42nd), and ZARA (48th) are the top ranking retail/apparel brands in this year’s report. Now, more than ever before, such brands are being held responsible for the quality and safety of their factories around the world. Adidas is closely scrutinising its supply chain; Nike has become more water and energy efficient; H&M has signed onto the Accord on Fire and Building Safety; and ZARA has built an eco-friendly store in New York that features motion detectors to reduce energy consumption.