Ecover tops Kantar sustainability ranking
The ranking is based on responses from 18,000 consumers across 12 markets, who evaluated 2,100 brands.
Kantar has published its first Consumer-Led Sustainability Brand Ranking, with household cleaning brand Ecover topping the global list based on consumer perceptions of sustainability.
The ranking is based on responses from 18,000 consumers across 12 markets, who evaluated 2,100 brands. Kantar said the methodology combines brand size with measures of the credibility and influence of each brand's sustainability efforts.
Ecover leads global top 10
Ecover ranked first in the inaugural index, followed by The Ordinary and Adidas. The remainder of the top 10 comprises Mercedes-Benz, Mastercard, YouTube, Back Market, Sony, BYD and Lego.
According to Kantar, the ranking includes both brands founded with sustainability as a core proposition and established companies that have incorporated sustainability into their wider brand strategies.
Study examines drivers of sustainable brand growth
Kantar's sustainability specialists analysed the highest-performing brands globally and within individual markets to identify common characteristics. The study found that successful brands typically integrate sustainability into their overall brand proposition while communicating their activities with consistency and credibility.
Karine Trinquetel, Head of Offer, Sustainable Transformation Practice at Kantar: "People are deeply concerned about environmental and social issues but feel overwhelmed, uncertain and stretched by multiple crises. We still expect a lot from brands on sustainability, but our attention span is limited and our trust is fragile after one too many greenwashing scandals. Amid this backdrop, it’s important to learn from the brands turning sustainability into measurable advantage. The brands in our top 10 demonstrate that whatever the sector or size, sustainable brand growth is founded on being meaningful, credible and relevant."
Back Market recognised for sustainability messaging
Among the brands highlighted in the report, Back Market was recognised for its approach to communicating sustainability through its marketing. Kantar said the refurbished technology retailer focuses on making refurbished products appealing through creative advertising rather than relying solely on environmental messaging.
Luke Forshaw, Head of Marketing Europe at Back Market: "Sustainability should be fundamental to your company, and for Back Market it’s one of our founding pillars. We were set up to make tech more affordable, more accessible and more sustainable. When we articulate that to people, its important we’re credible and real in how we say it. Our brand tone of voice is human; it doesn’t patronise, lecture or overcomplicate, which I think is a huge part of our success. To have ranked in Kantar's list of the world's leading sustainable brands is a huge honour, and our team is proud to see that reflection of their commitment and hard work."
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