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Keeping it green

Keeping it green

Interbrand recently published their ‘Best Global Green Brands’ for 2013, a list which not only reflects the state of sustainability but also motivates businesses and brands to pay more attention to growing consumer concerns with green issues. Some unexpected names appeared in the top 50.

Among the retail brands, H&M – at number 42 – was particularly noticed for signing the Accord on Fire and Building Safety in the wake of the recent tragic garment factory collapse in Dhaka, Bangladesh, and for the aim of having all its cotton originating from sustainable sources by 2020. Just behind in 48th position was Zara, which has also signed the safety accord. An eco-friendly Zara store was built in New York last year, featuring motion detectors to control lighting and automatically adjusting heating and air conditioning to reduce energy consumption.

The top fashion and beauty brands featured in the top 50 are Adidas (ranked in 15th place), L’Oreal (20), Nike (31) and Avon (41). Ironically, the top three overall are car manufacturers Toyota, Ford and Honda, which proclaimed to be brands committed to transparency and communicating with consumers.

According to Interbrand, their method of ranking is unique in the way it combines sustainability performance with consumer perception – the latter measured through interviews with 10,000 people in the world’s 10 largest economies. The brand consultancy seeks to examine the gap that exists between a corporation’s environmental practices and consumers’ perceptions of those practices, starting with the 100 brands that make up its annual Best Global Brands report and then conducting extensive consumer research. This is then compared to environmental sustainability performance data provided by Deloitte.

Says David Pearson, Deloitte’s Global Sustainability Leader: “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.”