Futerra has created the Planet Brands Index, which lists 100 brands that could help us all live greener, safer, and more sustainable lifestyles – in other words brands that could change the behaviours of billions, for a better future. Consumer habits have a huge impact on sustainability, but affecting those behaviours is an equally huge challenge. From carbon labelling to cause marketing and green advertising, many leading brands are already changing behavior and changing the planet.
Futerra, the sustainability communications agency behind the Planet Brands Index says “being named on the Planet Brands Index isn’t a mark of achievement; it’s a call to action. Together, these brands could save the world.” Some of the world’s largest brand names are on the list including Sony, IBM, Google, Apple, Toyota and Facebook.
The Planet Brands Index was created using a rigorous and innovative methodology, including Futerra’s proprietary algorithm that allows evaluation of influence, scale, and sustainability. Sources include Millward Brown’s BrandZ 2011, Interbrand’s Best Global Brands 2011, Dow Jones Sustainability Index 2012, Newsweek Green Rankings 2011, Carbon Disclosure Project and publicly available company reports.
Criteria for being placed on the top-100 list include:
- Brand influence: Which brands enjoy the highest recognition and loyalty? Trusted brands have a huge opportunity to make sustainable behaviours ‘normal’.
- Global Scale: Which brands touch the most people? Global mass-market brands are best placed to make a radical difference to consumers’ footprint.
- Sustainability: Which brands understand sustainability? Consumers will only trust brands that already manage their own footprint.
Futurra believes that there are three ways that big name brands, in the commercial world, can inspire consumers towards sustainability – through the 3 Ps of Persuasion, Placement and Product:
- Persuasion is about creating compelling behaviour change messages in packaging, advertising, social media, point of sale, across touch points and campaigns, or through employee advocates – and matching marketing skills with the new behavioural research and sustainability expertise to make a real impact.
- Placement is about how the brand can ‘model’ the sustainable behaviour it promotes – through for example, showing positive behaviours in product advertising and employees visibly demonstrating the behaviour in their everyday habits.
- The third ‘P’, Product, is about creating “built in” behaviour change and understanding the full lifecycle impact of products and then getting creative and innovative to maximize sustainability and resource efficiency.