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.
18のカテゴリーごとに、社会的ランキング、環境ランキング、総合ランキング（社会的ランキングと環境ランキングの組み合わせ）が割り当てられた。これらのランキングは、ブランドが市場で実際に行っていること*よりも、主要な持続可能性指標における消費者のブランド認識を明らかにするものである。
バニングス・ウェアハウスは、家庭用品小売業部門で3つのランキングすべてで1位となった。コモンウェルス銀行も同様に、銀行部門の社会、環境、総合ランキングで1位を獲得した。SBSはメディア・通信部門でも3つのランキングすべてで1位を獲得した。
カンタス航空は旅行部門の環境ランキングで1位を獲得し、ニュージーランド航空は旅行部門の社会的ランキングと総合ランキング（環境ランキングと社会的ランキングの合計）で首位を獲得した。
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).
独立性を維持するため、選考プロセスにはどの企業も関与せず、除外する選択肢もなかった。
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).
詳細はこちらニールセンについて ニールセンのブランド・サステナビリティ・ランキングとレポート
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#
ニールセンについて ニールセンのブランド・サステナビリティ・レポート
カテゴリーとブランド
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.
また、ブランド間のハロー効果がプラスにもマイナスにも作用するため、ブランドが自らの行動だけでなく、カテゴリー内の他のブランドの行動も考慮することが重要である。その結果、今こそ持続可能性に関してカテゴリーを考える時なのである。
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.
そして、これらのスコアを組み合わせてランキングを作成した。これらのランキングを評価する際には、総合的な視点が必要であることに留意する必要がある。つまり、僅差でランク付けされた2つのブランド間の差（例えば、5位以下）を統計的な差として捉えるべきではない。しかし、競合他社より20位ほど良い順位にランクインしているブランドは、市場認知がはるかに優れていることを示している。
ニールセンについて
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.
詳細はこちら www.nielsen.com ソーシャルメディア（Twitter、LinkedIn、Facebook、Instagram）で私たちとつながってください。
メディア連絡先
ダン・チャップマン
Associate Director, Marketing & Communications,
Pacific, Nielsen
dan.chapman@nielsen.com
+61 404 088 462
