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: Unilever, the Anglo-Dutch consumer goods giant, and Marks & Spencer, the British retail chain, are among the companies with the most developed environmental policies, and which are also making the most effective use of these activities to differentiate their brands, a UN report has found.
The Linking Shareholder and Natural Value study was produced by the UN’s Environment Programme’s Finance Initiative, conservation charity Fauna & FloraInternational and a business school in Brazil.
It assessed 31 firms across a number of industries, including some of the world’s biggest multinationals, and found that 65% were incorporating matters such as biodiversity, ecology and sustainability (BES) into their marketing campaigns.Unilever was recognised for demonstrating a “structured way of building brand value and addressing barriers to sustainable sourcing through its Brand Imprint tool.” This strategy was argued to taketo take “a 360 degree look at product impact from environmental, social and economic perspectives,” and covers areas from soil erosion and air quality to supplier training. Consumer goods companies should have a particular interest in this field, according to the report, which also looked at firms like Cadbury, Groupe Danone and Nestlé.
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