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.
18개 카테고리 각각에 사회적 순위, 환경적 순위, 종합 순위(사회적 순위와 환경적 순위의 합산)가 부여되었습니다. 이 순위는 브랜드가 실제로 시장에서 어떤 활동을 하고 있는지가 아니라 주요 지속가능성 지표에 대한 소비자 브랜드 인식을 보여줍니다*.
버닝스 웨어하우스는 가정용품 소매업체 부문에서 세 가지 순위 모두에서 1위를 차지했습니다. 커먼웰스 은행도 마찬가지로 은행 부문의 사회, 환경, 종합 순위에서 1위를 차지했습니다. SBS는 미디어 및 통신사 부문에서도 세 가지 순위에서 모두 1위를 차지했습니다.
콴타스는 여행 부문 환경 순위에서 1위를 차지했으며, 에어뉴질랜드는 여행 부문 소셜 순위와 종합 순위(환경 순위와 소셜 순위 합산)에서 1위를 차지했습니다.
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).
독립성을 유지하기 위해 어떤 회사도 선정 과정에 관여하지 않았으며, 배제될 수 있는 옵션도 없었습니다.
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).
닐슨의 브랜드 지속가능성 순위 및 보고서에 대해 자세히 알아보기
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.
#엔디즈#
닐슨 브랜드 지속가능성 보고서 정보
카테고리 및 브랜드
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.
브랜드 간에는 긍정적인 후광 효과와 부정적인 후광 효과가 모두 존재하므로 브랜드는 자신의 행동뿐만 아니라 카테고리 내 다른 브랜드의 행동도 고려하는 것이 중요합니다. 따라서 지속 가능성에 대한 카테고리 차원의 사고가 필요한 시기입니다.
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.
이러한 점수를 합산하여 순위를 매겼습니다. 이러한 순위를 평가할 때는 전체적 관점을 취해야 하며, 순위가 비슷한 두 브랜드 간의 차이(예: 5위 미만)를 통계적 차이로 간주해서는 안 된다는 점에 유의해야 합니다. 그러나 경쟁사보다 약 20계단 높은 순위를 차지한 브랜드는 시장 인식이 훨씬 더 좋다고 볼 수 있습니다.
닐슨 소개
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.
자세한 내용은 다음에서 확인하세요. www.nielsen.com 소셜 미디어(트위터, 링크드인, 페이스북, 인스타그램)에서 저희와 소통하세요.
Media Contact
댄 채프먼
Associate Director, Marketing & Communications,
Pacific, Nielsen
dan.chapman@nielsen.com
+61 404 088 462
