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全球綠色品牌50強(qiáng)排行榜

全球綠色品牌50強(qiáng)排行榜

Brian Dumaine 2014年07月08日
保護(hù)環(huán)境,實(shí)現(xiàn)可持續(xù)發(fā)展已經(jīng)成為各大公司的共識(shí)。但光是干得漂亮還不夠,還要說(shuō)得好聽(tīng),要讓公眾看到自己的努力,才能有效地樹(shù)立綠色環(huán)保的形象,從而推動(dòng)公司的銷售。

????如今,幾乎每一家大公司都很清楚可持續(xù)運(yùn)營(yíng)的重要性。一般而言,可持續(xù)運(yùn)營(yíng)意味著節(jié)約用水,越來(lái)越多的能源和材料來(lái)自清潔來(lái)源,而且公司也會(huì)獲得積極的社會(huì)影響。但問(wèn)題在于,到目前為止,還沒(méi)有太多方法去衡量一個(gè)品牌在環(huán)保方面的表現(xiàn),以及公眾對(duì)其環(huán)保努力的認(rèn)識(shí)。而公眾的這個(gè)認(rèn)識(shí)正變得越來(lái)越重要。國(guó)際品牌顧問(wèn)公司Interbrand全球CEO杰斯?弗蘭普頓說(shuō):“越來(lái)越多的公司將社會(huì)目標(biāo)和企業(yè)公民作為自己核心產(chǎn)品的一部分。為什么?因?yàn)樗軒椭苿?dòng)公司的銷售?!?/p>

????對(duì)于千禧一代尤其如此??傮w而言,他們更愿意從和自己世界觀一致的公司手中購(gòu)買(mǎi)產(chǎn)品——特別是在環(huán)保方面。未來(lái)十年,那些在幫助人類和地球解決重要問(wèn)題方面加大投入,同時(shí)能夠?qū)⒆约核龅呐τ行鬟_(dá)給公眾的公司將占據(jù)競(jìng)爭(zhēng)的優(yōu)勢(shì)。

????因此,《財(cái)富》雜志(Fortune)與咨詢公司德勤(Deloitte)和Interbrand合作公布了2014年50個(gè)全球最佳環(huán)保品牌排行榜(50 Best Global Green Brands for 2014)。這份榜單開(kāi)始于2011年。今年排行榜的入圍名單來(lái)自Interbrand的年度全球最佳品牌(Best Global Brands)報(bào)告。這份報(bào)告評(píng)選出了全球100個(gè)最有價(jià)值的品牌。全球最環(huán)保品牌排行榜通過(guò)兩種方式對(duì)50個(gè)品牌進(jìn)行排名:它們可持續(xù)發(fā)展計(jì)劃的力度,以及公眾對(duì)這些公司所做努力的認(rèn)識(shí)。

????德勤從環(huán)保工作的認(rèn)真程度和成效方面對(duì)各大品牌進(jìn)行了評(píng)估,結(jié)果發(fā)現(xiàn),榜單上排名靠前的品牌已經(jīng)將可持續(xù)發(fā)展變成了主流。德勤顧問(wèn)威爾?薩爾尼說(shuō):“供應(yīng)鏈行業(yè)是今年的重點(diǎn)。上榜的公司不再局限于供應(yīng)鏈中的溫室氣體排放,而是更加關(guān)注價(jià)值鏈上下游的廢棄物和用水問(wèn)題?!?/p>

????德勤完成對(duì)環(huán)保工作成效的評(píng)估之后,Interbrand就公眾對(duì)各大品牌環(huán)保工作的認(rèn)識(shí)進(jìn)行了調(diào)查。它在GDP排名前十位的國(guó)家對(duì)10,000名民眾進(jìn)行了調(diào)查,評(píng)估公眾對(duì)各大品牌環(huán)保工作的認(rèn)知。

????今年榜單令人意外的是,福特汽車(Ford)取代了豐田汽車(Toyota),登上了榜首。福特汽車的理念是,可持續(xù)發(fā)展問(wèn)題應(yīng)該成為公司運(yùn)營(yíng)不可分割的一部分。目前,福特共有七款電氣化汽車。其中有六款為混合動(dòng)力車,第七款福克斯電動(dòng)車(Focus Electric)則是純電動(dòng)汽車。

????今年上升幅度最大的兩個(gè)品牌是宜家(IKEA,第19位)和服裝品牌Zara(第34位),都比去年提升了14個(gè)名次。瑞典家居連鎖店宜家宣布,將與日產(chǎn)汽車(Nissan,第5位)和能源供應(yīng)商Ecotricity合作,在所有英國(guó)店鋪為消費(fèi)者安裝電動(dòng)汽車充電站。宜家是第一批提供充電站的大型零售商之一。這是一項(xiàng)具有前瞻性的策略,可以幫助滿足客戶日益增長(zhǎng)的需求。西班牙零售商Zara承諾在經(jīng)營(yíng)過(guò)程中實(shí)踐可持續(xù)發(fā)展,比如,在旗艦店推出廢棄物管理政策,使用有機(jī)棉和生態(tài)織物,以及對(duì)員工進(jìn)行可持續(xù)發(fā)展實(shí)踐培訓(xùn)等,如限制能源消耗。這家公司的目標(biāo)是,截至2020年,它在全世界的所有店鋪均實(shí)現(xiàn)百分之百綠色環(huán)保的目標(biāo)。

????此外,全球最環(huán)保品牌排行榜還為每一個(gè)品牌打出了一個(gè)分?jǐn)?shù),代表它的總體績(jī)效分?jǐn)?shù)和總體認(rèn)知分?jǐn)?shù)之間的差距。正分?jǐn)?shù)表明一個(gè)品牌實(shí)際所做的工作超過(guò)所得到的贊揚(yáng),而負(fù)分則意味著一個(gè)品牌得到的贊揚(yáng)多于它實(shí)際付出的行動(dòng)。關(guān)于評(píng)選方法,請(qǐng)點(diǎn)擊此處了解更多信息。

????例如,松下(Panasonic)得到了較高的正分?jǐn)?shù)。換言之,雖然松下品牌為實(shí)現(xiàn)更加環(huán)保這個(gè)目標(biāo)做了許多令人印象深刻的工作,但卻沒(méi)有因此而得到公眾的褒揚(yáng)。蘋(píng)果(Apple)得到了負(fù)分?jǐn)?shù)。雖然蘋(píng)果公司也在努力提高自己的環(huán)???jī)效,但消費(fèi)者對(duì)蘋(píng)果環(huán)保方面的評(píng)價(jià)高于實(shí)際情況。Interbrand的弗蘭普頓說(shuō):“在社交媒體時(shí)代,這種情況非常危險(xiǎn),因?yàn)榻K有一天會(huì)真相大白。”(財(cái)富中文網(wǎng))

????50個(gè)品牌的排名情況如下:

????Just about every major corporation today understands the importance of running a sustainable business. Generally speaking, this means one in which water gets conserved, energy and materials come increasingly from clean sources, and the social impact of the business is positive. The trouble is, until now there have been few ways to measure not only how brands are performing environmentally but also how the public perceives that performance. And how the public perceives a company’s greenness is becoming increasingly important. “More and more companies are looking at social purpose and corporate citizenship as part of their core offering,” says Jez Frampton, the Global CEO of Interbrand, an international brand consultancy. “Why? It helps drive purchases.”

????That’s especially true of the millennial generation. In general, they prefer to buy from companies who share their worldview—especially when it comes to the environment. In the decade ahead, those companies that invest in initiatives that help people and the planet as well as their bottom line and who can communicate those efforts effectively will have a competitive edge.

????With that in mind, Fortune is publishing the 50 Best Global Green Brands for 2014 in conjunction the consulting firm Deloitte and Interbrand. The list was first created in 2011. This year’s nominees were drawn from Interbrand’s annual Best Global Brands report, which ranks the world’s 100 most valuable brands. The 50 companies on Best Global Green Brands list were ranked in two ways: on the strength of their sustainability initiatives and on how the public perceives those efforts.

????Deloitte, which measured the brands for the seriousness and effectiveness of their environmental efforts, found that the leaders on the list have made sustainability mainstream. Says Will Sarni, a consultant at Deloitte: “This is the year of the supply chain. The companies that made the list are moving beyond greenhouse gas emissions in the supply chain to focus on waste and water use up and down the value chain.”

????After Deloitte measured effectiveness, Interbrand then checked to see whether the public actually knew about all this hard work. It surveyed 10,000 people in countries with the ten largest GDPs to measure the perceived greenness of each brand.

????The surprise on this year’s list was that Ford replaced Toyota as the No. 1 brand. Ford’s philosophy is that sustainability issues should be integrated into the business. The automaker now offers seven electrified models. Six are hybrids. The seventh, the Focus Electric, is a pure battery electric car.

????The two brands that jumped the most this year were IKEA (No. 19) and Zara (No. 34), each rising 14 places from last year. The Swedish home furnishings chain announced that it would be teaming up with Nissan (No. 5) and energy provider Ecotricity to install electric car charging stations for customers at all U.K. stores. IKEA is one of the first major retailers to offer electric charging points –a proactive strategy to help meet the growing demand from their customers. Spanish retailer Zara is committed to implementing sustainable practices across it operations, from introducing a waste management policy across its flagships, using organic cotton and ecological fabrics, and educating staff on sustainable practices, such as limiting energy consumption. By 2020, all its existing stores around the world aim to be 100 percent eco-efficient.

????The Best Global Green Brands list also posts a score for each brand that represents the gap between its overall performance score and its overall perception score. A positive score indicates a brand is doing more than it is given credit for, while a negative score indicates that a brand is being given more credit than its actions merit. More information on the methodology can be foundhere.

????Panasonic, for example, had a high positive gap score. In other words, the brand is doing a lot of impressive work to become more sustainable but isn’t getting credit for it from the public. Apple has a negative gap score. While the company is doing more to improve its environmental performance, consumers believe that Apple is greener than it actually is. “In a world of social media,” says Interbrand’s Frampton, “this can be extremely dangerous because you’ll be found out.”

????The rankings for all 50 brands on the list follow.

1 福特汽車

2013年排名:2
行業(yè):汽車
2014年分差:+3.2

2 豐田汽車

2013年排名:1
行業(yè):汽車
2014年分差:+0.3

3 本田汽車

2013年排名:3
行業(yè):汽車
2014年分差:+1.8

4 日產(chǎn)汽車

2013年排名:5
行業(yè):汽車
2014年分差:+6.6

5 松下

2013年排名:4
行業(yè):電子
2014年分差:+13.9

6 諾基亞

2013年排名:9
行業(yè):電子
2014年分差:+19.0

7 索尼

2013年排名:11
行業(yè):電子
2014年分差:+10.7

8 阿迪達(dá)斯

2013年排名:15
行業(yè):體育用品
2014年分差:+6.1

9 達(dá)能

2013年排名:8
行業(yè):快速消費(fèi)品
2014年分差:-1.3

10 戴爾

2013年排名:10
行業(yè):科技
2014年差距:+6.9

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