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 个类别中的每个类别都有社会排名、环境排名和综合排名（社会排名和环境排名的组合）。这些排名揭示了消费者对关键可持续发展指标的品牌看法，而不是品牌在市场上的实际表现*。
Bunnings Warehouse 在家居用品零售商类别的三项排名中均名列第一。联邦银行（Commonwealth Bank）同样在银行类的社会、环境和综合排名中拔得头筹。SBS 也在媒体和电信类别的所有三项排名中拔得头筹。
澳航在 "旅行类环境排名 "中名列第一，而新西兰航空公司则在 "社会排名 "和 "综合排名"（环境和社会排名之和）的 "旅行类 "中名列前茅。
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).
为了保持独立性，没有任何公司参与遴选过程，也没有任何公司可以选择被排除在外。
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).
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#
关于尼尔森品牌可持续发展报告
类别和品牌
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.
同样关键的是，品牌不仅要考虑自己的行为，还要考虑同类其他品牌的行为，因为不同品牌之间既有积极的光环效应，也有消极的光环效应。因此，现在确实是对可持续发展进行品类思考的时候了
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.
然后将这些分数合并，得出排名。需要注意的是，在评估这些排名时，应从整体角度出发，排名相近的两个品牌之间的差异（如少于五位）不应被视为统计上的差异。但是，如果一个品牌的排名比其竞争对手高出约 20 位，则表明其市场认知度要高得多。
关于尼尔森
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.
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媒体联系方式
丹-查普曼
Associate Director, Marketing & Communications,
Pacific, Nielsen
dan.chapman@nielsen.com
+61 404 088 462
