Sustainability continues to assert itself on the business agenda, and leading global brands are thus showing increased focus and innovation in the sustainability realm. Seven food and beverage companies made Interbrand’s 2013 Best Global Green Brands report that examines the gap that exists between a corporation’s environmental practices and consumers’ perceptions of those practices.
Danone was ranked No. 8 and was the only food and beverage brand to break the Top 10 that was dominated by automakers. Other food and beverage brands the made the list include Nestlé (No. 14), Coca-Cola (No. 19), Pepsi (No. 26), Starbucks (No. 36), Kellogg’s (No. 38) and McDonald’s (No. 47).
When identifying the top 50 Best Global Green Brands each year, Interbrand started with the 100 brands that make up its annual Best Global Brands report. Interbrand then conducted 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."
