全球绿色品牌50强排行榜

    如今，几乎每一家大公司都很清楚可持续运营的重要性。一般而言，可持续运营意味着节约用水，越来越多的能源和材料来自清洁来源，而且公司也会获得积极的社会影响。但问题在于，到目前为止，还没有太多方法去衡量一个品牌在环保方面的表现，以及公众对其环保努力的认识。而公众的这个认识正变得越来越重要。国际品牌顾问公司Interbrand全球CEO杰斯•弗兰普顿说：“越来越多的公司将社会目标和企业公民作为自己核心产品的一部分。为什么？因为它能帮助推动公司的销售。”

    对于千禧一代尤其如此。总体而言，他们更愿意从和自己世界观一致的公司手中购买产品——特别是在环保方面。未来十年，那些在帮助人类和地球解决重要问题方面加大投入，同时能够将自己所做的努力有效传达给公众的公司将占据竞争的优势。

    因此，《财富》杂志（Fortune）与咨询公司德勤（Deloitte）和Interbrand合作公布了2014年50个全球最佳环保品牌排行榜（50 Best Global Green Brands for 2014）。这份榜单开始于2011年。今年排行榜的入围名单来自Interbrand的年度全球最佳品牌（Best Global Brands）报告。这份报告评选出了全球100个最有价值的品牌。全球最环保品牌排行榜通过两种方式对50个品牌进行排名：它们可持续发展计划的力度，以及公众对这些公司所做努力的认识。

    德勤从环保工作的认真程度和成效方面对各大品牌进行了评估，结果发现，榜单上排名靠前的品牌已经将可持续发展变成了主流。德勤顾问威尔•萨尔尼说：“供应链行业是今年的重点。上榜的公司不再局限于供应链中的温室气体排放，而是更加关注价值链上下游的废弃物和用水问题。”

    德勤完成对环保工作成效的评估之后，Interbrand就公众对各大品牌环保工作的认识进行了调查。它在GDP排名前十位的国家对10,000名民众进行了调查，评估公众对各大品牌环保工作的认知。

    今年榜单令人意外的是，福特汽车（Ford）取代了丰田汽车（Toyota），登上了榜首。福特汽车的理念是，可持续发展问题应该成为公司运营不可分割的一部分。目前，福特共有七款电气化汽车。其中有六款为混合动力车，第七款福克斯电动车（Focus Electric）则是纯电动汽车。

    今年上升幅度最大的两个品牌是宜家（IKEA，第19位）和服装品牌Zara（第34位），都比去年提升了14个名次。瑞典家居连锁店宜家宣布，将与日产汽车（Nissan，第5位）和能源供应商Ecotricity合作，在所有英国店铺为消费者安装电动汽车充电站。宜家是第一批提供充电站的大型零售商之一。这是一项具有前瞻性的策略，可以帮助满足客户日益增长的需求。西班牙零售商Zara承诺在经营过程中实践可持续发展，比如，在旗舰店推出废弃物管理政策，使用有机棉和生态织物，以及对员工进行可持续发展实践培训等，如限制能源消耗。这家公司的目标是，截至2020年，它在全世界的所有店铺均实现百分之百绿色环保的目标。

    此外，全球最环保品牌排行榜还为每一个品牌打出了一个分数，代表它的总体绩效分数和总体认知分数之间的差距。正分数表明一个品牌实际所做的工作超过所得到的赞扬，而负分则意味着一个品牌得到的赞扬多于它实际付出的行动。关于评选方法，请点击此处了解更多信息。

    例如，松下（Panasonic）得到了较高的正分数。换言之，虽然松下品牌为实现更加环保这个目标做了许多令人印象深刻的工作，但却没有因此而得到公众的褒扬。苹果（Apple）得到了负分数。虽然苹果公司也在努力提高自己的环保绩效，但消费者对苹果环保方面的评价高于实际情况。Interbrand的弗兰普顿说：“在社交媒体时代，这种情况非常危险，因为终有一天会真相大白。”（财富中文网）

    50个品牌的排名情况如下：

    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.