12 Aug '11, 12pm

What Your Company Can Learn From the Green Perception Gap

Last week, Interbrand released its inaugural list of the Best Global Green Brands of 2011 following Newsweek by a couple of years. The methodology splits out each company's actual environmental performance as determined by a Deloitte analysis of publicly available Thomson Reuters ASSET4 data and Interbrand's own analysis of public perception of each brand. According to the study, companies like L'Oreal, Nokia, and HSBC are doing much more than they get public credit for, while for others like McDonald's, GE, and Coca Cola the reverse is true. Whether one is an executive, investor, or consumer, what are the implications of the gap? Interbrand draws some of its own conclusions here , including that companies whose performance score is higher than their perception score should communicate more about their efforts (except in cases where doing so would reveal trade secrets) and...

Full article: http://www.greenbiz.com/blog/2011/08/12/what-your-company...

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