Find out who tops Nielsen’s Brand Sustainability Rankings for 2022
across 18 different industry categories*
Sydney, 25 November 2022 – Nielsen today released its Brand Sustainability Rankings for 2022 – a survey of 8,430 Australian consumers to find out how they rank the sustainability credentials of 247 core brands across 18 categories, including media, travel, retail, and banking.
Masing-masing dari 18 kategori diberi Peringkat Sosial, Peringkat Lingkungan, dan Peringkat Keseluruhan (kombinasi dari Peringkat Sosial dan Lingkungan). Peringkat ini mengungkapkan persepsi konsumen terhadap merek di seluruh metrik keberlanjutan utama, dan bukannya apa yang sebenarnya dilakukan oleh merek di pasar*.
Bunnings Warehouse menduduki peringkat pertama dalam kategori Peritel Peralatan Rumah Tangga di ketiga peringkat. Bank Commonwealth juga melakukan hal yang sama, menempati posisi teratas dalam kategori Sosial, Lingkungan, dan Peringkat Keseluruhan untuk kategori Perbankan. SBS juga meraih posisi teratas di ketiga peringkat untuk kategori Media dan Telekomunikasi.
Qantas menduduki peringkat pertama dalam Peringkat Lingkungan untuk Perjalanan, sementara Air New Zealand menduduki peringkat teratas dalam Kategori Perjalanan untuk Peringkat Sosial dan Peringkat Keseluruhan (gabungan Peringkat Lingkungan dan Sosial).
Nielsen’s Brand Sustainability Rankings are a key component of its recently released Brand Sustainability Report, compiled with support from Dentsu, AANA, and EDGE Environment.
The 18 broad product categories in the rankings were selected based on their relevance to the Australian consumer market, including market share, prominence, and information from Nielsen’s Ad Intel and Consumer & Media View (CMV).
Untuk menjaga independensi, tidak ada perusahaan yang terlibat dalam proses seleksi dan tidak ada yang memiliki opsi untuk tidak dilibatkan.
To help consumers associate the relevant brand with the relevant organisation, where the company name is not directly associated with a brand, both the company name and brand name were shown together (e.g. Unilever’s brands were shown as Unilever – Ben & Jerry’s, Streets in the Frozen & Chilled category).
CARI TAHU LEBIH LANJUT TENTANG PERINGKAT DAN LAPORAN KEBERLANJUTAN MEREK NIELSEN
NOTE: *All rankings are based on the consumers’ perception of a company’s sustainability credentials and are not reflective of a company’s actual sustainability program. See below for more information and for the ranking methodology.
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Tentang Laporan Keberlanjutan Merek Nielsen
Kategori dan merek
Consumers were randomly assigned two categories to assess separately. For each category, they were asked to rank the environmental and social factors in order of importance to that specific category, with factors presented in random order. Subsequently, they were then asked to rate each of the brands against the top three environmental and social factors (brands were also presented in random order). These scores were then combined to form the rankings.
Brand ranking methodology
Both environmental and social sustainability were important areas for consideration in this research due to the macro yet nuanced nature of sustainability to consumers.
As such it’s not always a level playing field across all categories. For example, it’s more challenging for service-based categories to drive notable positive environmental change compared to categories that sell physical products which is why Social sustainability needs to be a key consideration.
While consumers increasingly view their consumption habits through a sustainability lens, their perspectives may shift depending on the situation. As important as the topic of sustainability is, it’s still one of several factors in a consumer’s decision-making process.
Sama pentingnya, merek tidak hanya mempertimbangkan perilaku mereka sendiri, tetapi juga perilaku merek lain dalam kategori tersebut karena ada efek halo positif dan negatif di seluruh merek. Hasilnya, inilah saatnya bagi kategori untuk berpikir tentang keberlanjutan
The process for determining a brand’s sustainability ranking* followed four broad steps.
Step 1.
Consumers were presented with a category and asked to rank various sustainability statements in order of importance when considering that specific category. This ranking allowed Nielsen to create weights for each statement, based on relevance.
Step 2.
Consumers were asked to score all brands within a category on their perceived delivery against their top three ranked statements.
Step 3.
Advanced statistical techniques were used to combine the statement weighting with the brand score for all brands within the category.
Step 4.
All data was combined to produce a ranking across categories.
Nielsen Brand Sustainability Rankings
Consumers rated brands across environmental and social sustainability factors, which were calculated in combination to provide an overall brand ranking.
Skor-skor ini kemudian digabungkan untuk membentuk peringkat. Perlu dicatat bahwa pandangan holistik harus diambil ketika menilai peringkat ini, di mana perbedaan antara dua merek yang memiliki peringkat yang berdekatan (misalnya kurang dari lima peringkat) tidak boleh dianggap sebagai perbedaan statistik. Namun, merek yang memiliki peringkat sekitar 20 peringkat lebih baik daripada pesaingnya akan menunjukkan persepsi pasar yang jauh lebih baik.
Tentang Nielsen
Nielsen shapes the world’s media and content as a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviours across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their audiences – now and into the future. Nielsen operates around the world in more than 55 countries.
Pelajari lebih lanjut di www.nielsen.com dan terhubung dengan kami di media sosial (Twitter, LinkedIn, Facebook, dan Instagram).
Media Contact
Dan Chapman
Associate Director, Marketing & Communications,
Pacific, Nielsen
dan.chapman@nielsen.com
+61 404 088 462
