In Interbrand's annual ranking of the 50 Best Global Green Brands, Adidas came in first in the apparel category, landing at 15. Second was Nike (#31), H&M (#42), and ZARA (#48).
In a press release, Interbrand noted that with increasing coverage of in the social media, supply chain practices are much more than creating efficiency and lowering costs.
Interbrand stated, “Now, more than ever before, such brands are being held responsible for the quality and safety of their factories around the world. Adidas is closely scrutinizing its supply chain, Nike has become more water- and-energy efficient, H&M has signed onto the Accord on Fire and Building Safety, and ZARA built an eco-friendly store in New York that features motion detectors to reduce energy consumption.”
Interbrand's 2013 Best Global Green Brands report examines the gap that exists between a corporation's environmental practices and consumers' perceptions of those practices. When identifying the top 50 Best Global Green Brands each year, Interbrand starts with the 100 brands that make up its annual Best Global Brands report. Interbrand then conducts extensive consumer research to capture public perception of the brand's sustainable or green practices and compares that to environmental sustainability performance data provided by Deloitte-data that is based upon publicly available information.
The automotive sector dominates with Toyota (#1), Ford (#2), and Honda (#3) claiming the top three spots in this year’s report. Nissan (#5), Ford (#2), Nokia (#9), and UPS (#32) earn honors as the year’s top risers, and new entrants include Nestlé (#14), Kia (#37), ZARA (#48), and Colgate (#50).
