How sustainable are your favourite brands?

News, blog and backgrounds about the sustainability scores of brands

2011: the year of big ambitions

At the start of 2011, it was clear that our time had come: sustainability was dubbed a “mega trend” by those in the know. We”ve been delighted to see so many great ideas and initiatives coming from the brand-side this year – which leads us to conclude that many brands have set real, “sustainable” ambitions to become more sustainable! So if 2011 was the year of big ambitions,  hopefully 2012 will be the year of concrete results.

Green ambitions
One of the most extraordinary stories came from Puma. In addition to publishing their regular financial data for the year, they published a statement of environmental profit and loss. The brand has basically invited the entire world to become its watchdog. Next year, we”ll be looking for proof that Puma is working to achieve its stated ambition of becoming the “most desired and sustainable brand.”

Puma are not the only ones to have set themselves this goal. H&M, an average performer in our ranking, wants to is perfectly well illustrated for instance with the person who is sensitive to criticisms, and who can spend the whole night working on his/her centre of interest, or who can focus on a challenging project for weeks. become a sustainbility frontrunner – despite fierce criticism of its policies. Kuyichi, which sets the standard in many ways in the denim & jeans sector, has also got some highly ambitious goals. But it came under fire this year for failing to show much progress.

Sustainability is not only setting the trend in online casino the fashion industry. Facebook is making green promises, and has started working with Greenpeace on making investments in renewable energy. Coca Cola”s PlantBottle™ was another green initiative that attracted attention. But it also made our greenwashing alarm ring softly.

2011 in numbers
Let’s move on to the numbers. In December, we reported a 45% increase in transparency in the fashion sector, and Dutch supermarkets scored 40% better than in 2010. Furthermore, we added 105 brands to our database and four new sectors: Beer, Coffee&Tea, Tropical Fruit and Chocolate. But we removed political parties from our rankings, because we decided to focus on consumer goods.

Sustainable acts in 2012
Transparency is closely linked to sustainability, so we”re delighted to see the increases in transparency in various sectors. Now, we need to see some concrete improvements in sustainability itself. There have been many initiatives announced in the last year – in 2012, we”ll watching closely for updates. Plus, we”ll be exploring new sectors. Here”s a peek at our agenda:

  • We”ll be reporting on the dynamic fashion industryat the end of the year in our annual Fashion Report.
  • The Greenpeace-Facebook cooperation confirms the importance of digital sustainability, so we”ll be updating our website rankings.
  • Coca Cola”s Plantbottle got us thinking about the issue of sustainability amongst sodas. In 2012 we will publish a soda ranking.
  • Furthermore, we will be researching chips (crisps if you”re British) brands, the fastfood sector and the dairy sector.
  • In early 2012, we will publish the ‘Naked Truth” , an online “know-your-brand’ game.
  • There is one particularly exciitng update that we”re keeping under wraps – all I can say is “watch the website”!
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