Increasingly, evidence demonstrates that global stakeholders across the board are expecting business to deliver greater value beyond just a slicker product or bigger profits. This panel provides three types of filters for decision-making as to how to prioritize your sustainable innovation initiatives such that you might recognize most uplift in stakeholder support.

1. Sustainable Brand Perception vs.
Performance: Reducing the Gap
¡ Tom Zara, Global Practice Leader of Corporate
Citizenship, Interbrand
Sustainable Brands
London Conference

2. BEST GLOBAL
GREEN BRANDS
2012
27 November 2012

3. Agenda
1. Introduction to the Interbrand
Best Global Green Brands rankings
2. Brand value perception methodology
3. Sustainability performance methodology
4. Value of sustainability reporting and disclosure
strategy
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4. The world is moving to a new center of gravity

5. A glut of promotion and hype has created a cynical audience
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6. Yet, there is clearly a lot of noise around
sustainability

7. We call this new paradigm ‘Corporate Citizenship’
How a Company treats….
Government Employees Customers Suppliers Community Planet
…defines their perceived
“Corporate Citizenship”
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8. Critical examination of a key constituent
How a Company treats….
Government Employees Customers Suppliers Community Planet
…defines their perceived
“Corporate Citizenship”
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9. Methodology
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10. Our Starting Point

11. 79 Brands Evaluated

12. Performance Score
The performance score is calculated by Deloitte based on these 6 pillars:
Governance Stakeholder Engagement
Policies and mechanisms put in place by The degree to which the company recognizes
the company to manage environmental and engages with the various relevant
impacts and successfully set and execute stakeholder groups associated with the
environmental programs. company.
Operations Supply Chain
The company’s performance across operations as The company’s performance in measuring,
measured in energy efficiency, GHG emissions, reporting, and mitigating the environmental
water management, waste management, and toxic performance of their supply chain.
emissions management.
Transportation and Logistics Products and Services
The company’s performance in measuring, The product portfolio of the company and an
reporting, and mitigating the environmental evaluation of the green attributes of its
performance of their transportation and logistics, products, including product efficiency,
business travel and commuting. sustainable production, and use of
life cycle assessment.
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13. Green perception assessment is based on a survey
• We interviewed a total of 10,000 consumers via an
online survey
• Each brand was rated by at least 125 consumers per market (a total of
1,250 respondents per brand)
• The markets included the top 10 countries in terms of economic impact
(highest percentage of global GDP)
United United
Japan China Germany France Italy Brazil Spain Canada
States Kingdom
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14. Perception Score
The perception score is calculated by Interbrand based on the 6 external
factors of our brand strength components:
Authenticity Relevance
The perceived credibility of the brand’s An assessment of the relevance of brand’s
environmental claims. environmental claims. This involves comparing the
perceived importance of green activities for the
category with the brand’s green perception.
Differentiation Consistency
How differentiated the brand’s green efforts The consistency of the brand’s
are perceived to be relative to other various green communications
competitors in the category. across all touchpoints.
Presence Understanding
Consumer awareness of the brand’s The level of understanding of the brand’s
green activities and its green green activities as a whole.
reputation in the market.
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15. The gap
Two frequent scenarios
Internal External
>
Company is engaging in
Green Green meaningful green
Performance Perception initiatives, but the
Score Score marketplace doesn’t
know about it
<
Green Green Company is engaging in
greenwashing or is
Performance Perception
benefiting from a strong
Score Score brand halo effect
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