Tokyo – July 7, 2016 - Nikkei Business Publications (President & CEO: Suguru Niinomi; Tokyo) has announced the results of its 17th Eco Brand Survey. The survey is conducted annually by Nikkei BP EcoManagement Forum through questionnaire, which looks into how environmental efforts of leading 560 companies in the country are received by consumers.
This year’s survey received valid responses from 20,300 consumers nationwide during the period between March 19 and April 24, 2015.
Toyota ranks top for the first time in seven years in the overall ranking of this survey. Its Eco Brand Score raised 5.6 points to 102.6 from last year’s 97, and overtook Suntory’s 99.3 points, which kept ranking at the top for five consecutive years until last year. Toyota showed its strengths and scored top in the four indices of “contact with environmental information”, “environmental communication”, “environmental image” and “environmental evaluation” which constitute the Eco Brand Index.
Since our survey began in 2000, Toyota has ranked number one for ten consecutive years thanks to their product image of its hybrid car "PRIUS". However, Panasonic ranked top in 2010, after introducing their "ECO NAVI", and Suntory ranked at the top for five years from 2011, after building a strong brand with their corporate slogan "Suntory, Bringing Water to Life".
Toyota has regained the top spot this year for the launch of the fourth generation of its hybrid car “PRIUS” and the world's first fuel cell vehicle "MIRAI" as a mass-production car, both been evaluated. In addition, the launch of "Toyota Environmental Challenge 2050" last October, showing the future of society and the company, has also won support.
With Paris Agreement and SDGs (sustainable development goals) in place, and the world facing a long-term goal for social and corporate matters, the investors are interested in corporations’ efforts toward "Environmental, Social and Governance (ESG)", and investment in the ESG category has been activated. This year, Nikkei BP EcoManagement Forum compared the results of the ESG evaluation by investors and eco brand survey of corporations. For example, many of the excellent companies (A List) in the climate change and water area of the CDP, were also found to be within the top 50 of the eco brand survey.
As ESG investment is becoming popular, there is a behavior to incorporate results of brand research as one of the element of S (society). More details can be found in the feature article "Eco Brand Survey 2016" (page 40 to 53) of the "Nikkei Ecology" 2016 August issue (July 8 issue).
|Rank||Previous year||Company (Brand)||Score (Deviation)|
|10||(23)||Japan Tobacco (JT)||73.6|
|11||(17)||Asahi Soft Drinks||73.0|
|12||(28)||Seven Eleven Japan||72.7|
“Eco Brand Index” is calculated from the total score of four indices that are closely associated with brand building: 1) “contact with environmental information,” or how frequently respondents come in contact with environmental information provided by each company; 2) “environmental communication”, which shows the availability of each company’s environmental reports and other information sources; 3) “environmental image”, which is compiled from respondents’ impression on each company from environmental perspectives; and 4) “environmental evaluation”, which shows how respondents evaluate each company’s involvement in environmental activities. The values are in standard deviation units to gauge a difference from the median (50) of all companies surveyed.
Making efforts in saving energy
|7||East Japan Railway (JR East)||13.9|
|10||Central Japan Railway (JR Tokai)||13.0|
|13||JX Nippon Oil & Energy (ENEOS)||12.1|
|19||West Japan Railway (JR West)||11.1|
Making efforts in recycling
|6||Seiko Epson (EPSON)||13.8|
Making efforts in reducing waste
|1||Seven Eleven Japan||9.5|
|11||Mos Food Services||5.7|
|17||Starbucks Coffee Japan||5.3|
|18||NH Foods (Nipponham)||5.2|
Making efforts in biological diversity
and conservation of flora and fauna resources
|2||Japan Tobacco (JT)||5.7|
|9||Mos Food Services||3.5|
|10||Asahi Soft Drinks||3.2|
|12||Ajinomoto General Foods (AGF)||3.1|
|18||Morinaga Milk Industry||2.8|
|19||Japan Environment Association (Eco Mark)||2.7|
|19||POKKA SAPPORO Food & Beverage||2.7|
In the “Making efforts in saving energy” index, automakers working hard on the development of eco-car ranked high. Railway companies that have introduced environmentally friendly vehicle also scored in a higher rank. Fast Retailing, which is promoting the initiative to recycle its Uniqlo-brand used clothes and products, wins first place for “Making efforts in recycling”, and Seven-Eleven Japan is in first place for “Making efforts in reducing waste”. Suntory who promotes forest conservation for recharging water ranked top in "Making efforts in biological diversity and conservation of flora and fauna resources" index.
Established in 2000 to support conservation of the global environment and sustainable development of corporate management, the Forum conducts various joint studies and researches on environmental management with some 140 supporting companies and organizations.
For further details, please contact:
Global Business Division
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Nikkei Business Publications is part of The Nikkei group, which has newspaper publication as its main business and three additional business divisions of digital media, publishing and broadcasting under its umbrella. Covering a wide variety of specialized areas including business, computer, electronics, construction, services and medicine, Nikkei Business Publications, in July 2008, merged with its sister company, Nikkei Home Publishing, to also bring consumer magazines into its portfolio.