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Choosing a green brand - where to start Image

Choosing a green brand - where to start

Tuesday 6th August, 2013

Choosing products and brands is not always about who's offering the best deal or cheapest price.

In fact here at Shopping Nerd we're pretty keen on green brands – companies who try their hardest to keep their environmental impact to a minimum.

But how do you go about choosing a brand based on its green credentials? It's not always very obvious how to measure the greenness of a mobile phone manufacturer or a firm that makes car accessories.

Fortunately we have the Best Global Green Brands 2013 survey from Interbrand and Deloitte, who do all the hard work for us.

So who are the greenest brands?

Car makers come out top, with Toyota, Ford, Honda and Nissan occupying four of the top five spots on the list.

Panasonic – which makes cameras, home appliances, flat screen TVs and many other home electronic goods – was fourth.

Other brands making the top 20 were mobile phone makers Nokia and Samsung, laptop specialists HP and Sony, and sportswear brand Adidas.

iPad and iPhone maker Apple came in at number 22 on the list, while Philips, Canon, Xerox and Nike also made the top 50.

How were they ranked?

Each brand was assessed on 83 individual sub-metrics across six 'pillars' — Governance, Stakeholder Engagement, Operations, Supply Chain, Transportation and Logistics, Products and Services.

Broadly speaking it's all about 'sustainability', which can be defined as an "ongoing effort to improve the quality of human life while living within the limits of supporting ecosystems".

The authors of the Best Global Green Brands survey explain: "More specifically, sustainability requires the reconciliation of environmental, social equity, and economic demands known as the three pillars of sustainability.

"These three pillars, more popularly referred to as the 'triple bottom line', serve as the basis for various sustainability standards and certification systems and guide numerous organisations on the path to greener, more responsible ways of doing business."

Why buy green?

As the report's authors point out, consumers "want to associate with brands they admire". Green brands fill that space by making a clear effort to improve the world they're in.

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