Best Global Green Brands 2014
The idea to set up a global ranking of green brands is a good one. Actually, it is a really good one because all other rankings in the sustainability field consider companies only and it would be really interesting to see if sustainability performance and perception of brands converge in terms of sustainability and match this with economical performance. Well – it would have been really interesting to have such a ranking…
Unfortunately, the Best Global Green Brands ranking can not contribute even basic insights in this area:
- As it is based on the universe of the Interbrand’s Best Global Brands (see Rated Ranking here) list it excludes a lot of interesting and considerable brands with high performance in the sustainability field.
- While the basic idea of analyzing both the sustainability performance and the perception of consumers is a fair approach the methodology is not explained.
- Even worse, there is not even a hint what makes a brand ranking higher in the list than another one.
This ranking is really disappointing and we see no possibility of commenting on the results. We would highly appreciate if someone would start a serious endeavor of developing a best global green brands ranking.
Please click here to see the list and the Fortune article.
– 9 points –
– 7 points –
– 9 points –
– 3 points –
– 28 (out of 60) –