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Nikkei BP Eco Brand Survey 2016:
Toyota Ranks Top for the First Time in Seven Years

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.

“MIRAI” and “PRIUS” highly valued

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).

Eco Brand Survey 2016: Top 20 Companies

Rank Previous year Company (Brand) Score (Deviation)
1 (2) Toyota Motor 102.6
2 (1) Suntory 99.3
3 (3) Panasonic 88.9
4 (5) Aeon 88.5
5 (6) Honda 84.3
6 (4) Nissan Motor 81.5
7 (7) Kirin Brewery 78.5
8 (20) Sapporo Breweries 74.2
9 (12) Coca-Cola (Japan) 74.0
10 (23) Japan Tobacco (JT) 73.6
11 (17) Asahi Soft Drinks 73.0
12 (28) Seven Eleven Japan 72.7
13 (17) Yamato Transport 72.2
14 (16) Mazda 71.8
15 (21) Kao 71.3
16 (11) Toshiba 70.8
17 (8) Asahi Breweries 70.6
18 (9) Sharp 70.3
19 (15) Hitachi 69.8
20 (22) Kagome 69.7

“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.

Top 10 Companies with Positive Image

Making efforts in saving energy

Rank Company (Brand) %
1 Toyota Motor 28.1
2 Panasonic 22.4
3 Nissan Motor 22.3
4 Honda Motor 20.1
5 Mazda 16.4
6 Yamato Transport 15.1
7 East Japan Railway (JR East) 13.9
8 Daihatsu Motor 13.7
9 Mitsubishi Electric 13.6
10 Central Japan Railway (JR Tokai) 13.0
11 Toshiba 12.8
12 Daikin Industries 12.5
13 JX Nippon Oil & Energy (ENEOS) 12.1
14 Tokyo Gas 11.8
15 Sharp 11.7
15 Suzuki Motor 11.7
17 Hitachi 11.6
18 PanaHome 11.5
19 West Japan Railway (JR West) 11.1
19 Bridgestone 11.1

 

Making efforts in recycling

Rank Company (Brand) %
1 Fast Retailing 17.1
2 Suntory 16.9
3 Coca-Cola (Japan) 16.8
4 Aeon 14.8
5 Asahi Beverages 14.2
6 Seiko Epson (EPSON) 13.8
7 Canon 12.6
8 Kirin Brewery 11.9
9 Ito En 11.7
10 Seven-Eleven Japan 11.5
11 Asahi Breweries 11.4
12 Toyota Motor 11.3
13 Panasonic 11.0
14 Ricoh 10.7
15 Kokuyo 9.9
16 Bridgestone 9.7
17 Sapporo Breweries 9.6
18 NEC 9.4
19 Ryohin Keikaku 8.7
20 Ito-Yokado 8.4

 

Making efforts in reducing waste

Rank Company (Brand) %
1 Seven Eleven Japan 9.5
2 Toyota Motor 9.3
3 Suntory 8.1
4 Aeon 7.1
5 Panasonic 6.8
6 Kewpie 6.3
7 McDonald's Japan 6.2
8 Asahi Breweries 6.0
8 Lawson 6.0
10 Sapporo Breweries 5.9
11 Mos Food Services 5.7
12 Seiyu 5.6
13 Kirin 5.5
14 Asahi Breweries 5.4
14 Ito-Yokado 5.4
14 Fuji Xerox 5.4
17 Starbucks Coffee Japan 5.3
18 NH Foods (Nipponham) 5.2
19 Kao 5.0
19 Yoshinoya 5.0

 

Making efforts in biological diversity
and conservation of flora and fauna resources

Rank Company (Brand) %
1 Suntory 15.4
2 Japan Tobacco (JT) 5.7
3 Aeon 5.0
4 Sumitomo Forestry 4.8
5 Kirin 4.7
6 Sapporo Brewery 4.6
7 Toyota Motor 4.2
8 Nikka Whiskey 3.6
9 Mos Food Services 3.5
10 Asahi Soft Drinks 3.2
10 Otsuka Pharmaceutical 3.2
12 Ajinomoto General Foods (AGF) 3.1
12 Kagome 3.1
12 Saraya 3.1
15 Asahi Brewery 3.0
16 Ito En 2.9
16 Maruha Nichiro 2.9
18 Morinaga Milk Industry 2.8
19 Oji Paper 2.7
19 Kao 2.7
19 Japan Environment Association (Eco Mark) 2.7
19 Hitachi 2.7
19 POKKA SAPPORO Food & Beverage 2.7
19 Lion 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.

[About Nikkei BP EcoManagement Forum]

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.

Nikkei BP EcoManagement Forum Website

For further details, please contact:
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