DEARBORN - Ford Motor Company is a “Top Riser” in Interbrand’s 2nd Annual Best Global Green Brands Report, which identifies the gap between customer perception and a brand’s performance relative to sustainability.
“Sustainability has proven to be a strategic and profitable aspect of business and a brand-strengthening asset,” said Jez Frampton, Global Chief Executive Officer of Interbrand. “It is crucial that consumers’ impressions of a brand are in close alignment with that brand’s actual environmental performance.”
Of the 50 Best Global Green Brands, Ford ranks #15, up five positions from last year.
According to the report, “Ford stands out as a 2012 Best Global Green Brands success story. This year, the brand saw significant improvement in its environmental performance around both its operations – emissions, resource industry, etc. – as well as its approach to transparent engagement and disclosure on its activities and its environmental impact. While the brand ranks #15 overall, Ford’s ability to maintain strong green perceptions while simultaneously improving its environmental performance serves as a great example to other global brands.”
John Viera, director, Ford Sustainability & Vehicle Environmental Matters, says Ford’s standing in this year’s report is recognition and acknowledgement of the journey Ford has been on as a company over the last several years.
“As you look at all of the achievements we have accomplished within our green pillar – fuel economy leadership, the Power of Choice, renewable and recycled materials in our products, tremendous water and energy reductions in our manufacturing facilities and more – you can see why Interbrand came to that assessment,” he said.
Viera says it is important on many levels for Ford to be a leader among global green brands.
“Primarily though it provides a point of reference and yardstick for our many stakeholders to get a sense of how others are evaluated on many efforts and accomplishments in the area of environmental sustainability,” he said. “These days Wall Street and Main Street are beginning to pay more attention to these sorts of performance indicators. Most importantly, however, our customers are interested in purchasing products from companies that are being responsible in a variety of fronts, including environmental sustainability.”