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.
A ciascuna delle 18 categorie sono state assegnate una Classifica sociale, una Classifica ambientale e una Classifica complessiva (una combinazione di Classifica sociale e Classifica ambientale). Queste classifiche rivelano la percezione dei marchi da parte dei consumatori in relazione alle principali metriche di sostenibilità, piuttosto che ciò che i marchi stanno effettivamente facendo sul mercato*.
Bunnings Warehouse si è piazzato al primo posto nella categoria dei rivenditori di articoli per la casa in tutte e tre le classifiche. La Commonwealth Bank ha fatto altrettanto, conquistando il primo posto nella classifica sociale, ambientale e generale per la categoria Banche. Anche SBS ha conquistato il primo posto in tutte e tre le classifiche per la categoria Media e Telco.
Qantas si è classificata al primo posto nella classifica ambientale dei viaggi, mentre Air New Zealand ha primeggiato nella categoria dei viaggi per la classifica sociale e per la classifica generale (classifica ambientale e sociale combinate).
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).
Per mantenere l'indipendenza, nessuna società è stata coinvolta nel processo di selezione e nessuna ha avuto la possibilità di essere esclusa.
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).
PER SAPERNE DI PIÙ SULLE CLASSIFICHE E SUL RAPPORTO NIELSEN SULLA SOSTENIBILITÀ DEL MARCHIO
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.
#ENDS#
Informazioni sul Rapporto sulla sostenibilità del marchio di Nielsen
Categorie e marchi
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.
Allo stesso modo, è fondamentale che i marchi non considerino solo il loro comportamento, ma anche quello degli altri marchi della categoria, poiché l'effetto alone tra i marchi è sia positivo che negativo. Di conseguenza, è davvero il momento di pensare alla categoria in materia di sostenibilità.
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.
Questi punteggi sono stati poi combinati per formare le classifiche. Va notato che nel valutare queste classifiche occorre adottare una visione olistica, in quanto le differenze tra due marchi classificati a stretto contatto (ad esempio, meno di cinque posizioni) non devono essere considerate come una differenza statistica. Tuttavia, un marchio classificato circa 20 posizioni meglio dei suoi concorrenti indicherebbe una percezione di mercato molto migliore.
Informazioni su 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.
Per saperne di più www.nielsen.com e connettersi con noi sui social media (Twitter, LinkedIn, Facebook e Instagram).
Media Contact
Dan Chapman
Associate Director, Marketing & Communications,
Pacific, Nielsen
dan.chapman@nielsen.com
+61 404 088 462
