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Toyota tops Interbrand green brands report for third year

Toyota tops Interbrand green brands report for third year

Toyota tops Interbrand green brands report for third year

Pictured: Toyota's hybrid range

The automotive sector dominates the 2013 Interbrand Best Global Green Brands report, which places Toyota in top spot for the third year in a row, followed by Ford in second and Honda in third place.

Nissan (#5), Ford (#2), Nokia (#9), and UPS (#32) were the year’s top risers in the rankings, while new entrants include Nestlé (#14), Kia (#37), Zara (#48), and Colgate (#50).

Interbrand’s 2013 Best Global Green Brands report examines the gap that exists between a corporation’s environmental practices and consumers’ perceptions of those practices. When identifying the top 50 Best Global Green Brands each year, Interbrand starts with the 100 brands that make up its annual Best Global Brands report. It 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 the annual Best Global Green Brands report unique and valuable is that it examines performance and perception in action,” said Jez Frampton, global chief executive officer of Interbrand. “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.”

“Sustainability continues to assert itself on the business agenda,” said David Pearson, global sustainability leader, Deloitte Touche Tohmatsu Limited. “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 programs and reporting.”

Automotive brands make up 50 percent of this year’s top ten with Toyota (#1), Ford (#2), Honda (#3), Nissan (#5), and Volkswagen (#7) topping the list. Interbrand said that collectively, the heavily regulated auto industry has effectively showcased its innovations and firm commitment to manufacturing vehicles in an increasingly sustainable way. It said that though 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 (e.g., Toyota Prius, Ford EcoBoost, Nissan LEAF) are receiving more recognition from consumers.

It noted that Toyota, the #1 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 result—both in terms of performance and perception—when a company makes sustainability an integral part of its overarching business strategy.”

Interbrand said technology brands dominate the overall report, with 12 brands making the top 50. “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 tech sector leads the way in making environmental considerations a top priority, and this has even begun to influence other sectors as well.”
The report also notes the performance of some of the leading fashion and apparel brands. “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 (#15), Nike (#31), H&M (#42), and Zara (#48) 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 scrutinizing 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 built an eco-friendly store in New York that features motion detectors to reduce energy consumption.”