Earthcharter

Report uncovers disparities between image and reality in corporate sustainability

Thursday, 25 February 2010 22:47

A report recently released by Maddock Douglas shows that there is often a disparity between the sustainability efforts of a company and their public image, and that the knife can cut both ways to exaggerate or under-rate a company's impact. The New York Time’s Green Inc. Blog reports:

The Maddock Douglas survey looked at about 100 companies across 10 sectors and then plotted their green practices against public perception. There were some notable dichotomies, as with Wendy’s, which the researchers said scored low on the climate sustainability index but was still looked upon favorably by consumers. “I was baffled by it,” Mr. Stoiber said. “I have no hard evidence but maybe it has to do with an offering of baked potatoes and a salad bar.”

Mr. Stoiber speculates that healthier food options have influenced Wendy’s image as a environmental friendly company. On the other hand, Nike which has launched a number of sustainability-oriented projects, such as a shoe made from recycled materials, does not get the credit it deserves. “This suggests that the corporation’s sustainability activity might not be consumer-facing, or that the activity might be focused in areas outside of the products / services being produced,” argues the study.

Graphics from Maddock Douglas

On the other hand, the airlines sector is perceived as much more sustainable than it actually is. As the study reports:

In some sectors, brands with high perception scores actually had average actual scores. This suggests that the overall positive perception of these popular brands has a positive ‘halo’ effect on their perceived sustainability. In some cases it could be linked to the trend of large master brands buying smaller brands known for their emphasis on sustainability. The smaller brands imbue the larger master brand with a halo of sustainability.

Read more at the Green Inc. Blog. The full report can be downloaded from Maddock Douglas.