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Woolworths, Aust Post, Bunnings and more perform strongly in Nielsen Brand Sustainability Rankings

After launching its inaugural Brand Sustainability Report earlier this month, Nielsen has today revealed its 2022 Brand Sustainability Rankings, with Woolworths, Australia Post and Bunnings Warehouse all topping consumer sustainability perceptions in their relevant categories.

Nielsen surveyed 8,430 Australians consumers to determine the perceived sustainability credentials of 247 core brands across 18 categories.

Each of the 18 categories was assigned a ‘social ranking’, ‘environmental ranking’ and an ‘overall ranking’, with the latter being a combination of the social and environmental rankings. As opposed to focusing on how brands are positioning their sustainability practices in the marketplace, the findings reveal how consumer perceive companies across key sustainability metrics.

Reaping the rewards of a strong push on the sustainability front in recent years, Woolworths beat out Coles and ALDI to top across all three sustainability metrics in the Retailers: Supermarkets category.

Amongst homewares retailers, Bunnings Warehouse also had the top performance across all three metrics, as did the Commonwealth Bank in the banking category and SBS, who topped the media and telco category.

Property insurance was topped by NRMA across all three metrics as well, while Medibank dominated in personal insurance.

Google had the top spot across the electronics category, and Elon Musk’s Tesla scored the highest marks in automotive.

In travel, Qantas took out environmental rankings, but matching plummeting consumer sentiment towards the Aussie airline, it was Air New Zealand that topped social and overall rankings.

Andrew Palmer, Nielsen Head of Media Analytics Australia, said: “Consumer expectations of the sustainability efforts of brands are changing rapidly. Increasingly, they want to know that their environmental and social claims can be substantiated and aren’t just ‘greenwashing’.

These rankings, along with Nielsen’s Brand Sustainability Report, help brands to better communicate their sustainability message and to help ensure it better resonates with consumers.

This first-of-its-kind assessment weighs consumer sentiment against a brand’s sustainability communication, allowing marketers and advertisers to more effectively communicate their sustainability intentions in line with the expectations of their customers.”

Each of the categories used in the rankings were selected based on their relevance to the Australian consumer market, in terms of market share, prominence, and additional data from Nielsen. No company was involved in the selection process and none had the option of being excluded.

Nielsen’s Brand Sustainability Rankings are a key component of the released Brand Sustainability Report, which was compiled in partnership with dentsu, the AANA, and EDGE Environment.

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