Kantar, the world’s leading marketing data and analytics company, has today launched its first ever Consumer-Led Sustainability Brand Ranking, with domestic cleaning brand Ecover earning the top spot.
The list is based on the perceptions of 18,000 consumers across 12 markets towards 2,100 brands, using a proprietary measure that accounts for brand size alongside the credibility and influence of each brand’s sustainability actions. Among the top 10 sustainable brands globally are ‘born good’ players such as Ecover, Back Market and EV maker BYD, alongside established names like Mercedes-Benz and Mastercard that are successfully using sustainability to drive brand growth, demonstrating that there are many paths to success.
Global Top 10 Brands:
| Ranking | Brand |
| 1 | Ecover |
| 2 | The Ordinary |
| 3 | Adidas |
| 4 | Mercedes-Benz |
| 5 | Mastercard |
| 6 | YouTube |
| 7 | Back Market |
| 8 | Sony |
| 9 | BYD |
| 10 | Lego |
For the study, Kantar’s sustainability experts analysed the top performing brands globally and in each of the markets covered. This identified the common principles for converting sustainability into brand strength – from putting sustainability at the heart of the brand to communicating with creativity and authenticity.
Commenting, Karine Trinquetel, Head of Offer, Sustainable Transformation Practice, Kantar, said: “People are deeply concerned about environmental and social issues but feel overwhelmed, uncertain and stretched by multiple crises. We still expect a lot from brands on sustainability, but our attention span is limited and our trust is fragile after one too many greenwashing scandals. Amid this backdrop, it’s important to learn from the brands turning sustainability into measurable advantage. The brands in our top 10 demonstrate that whatever the sector or size, sustainable brand growth is founded on being meaningful, credible and relevant.”
World-leader Ecover is hailed by Kantar’s sustainability experts as an exemplar of putting sustainability at the heart of a brand’s DNA, rather than as an add-on. Sustainability is part of why the brand is chosen, with Ecover extending the definition of ‘clean’ beyond household performance into ingredients, packaging, refills and waste reduction. In second place is skincare brand The Ordinary, which uses radical transparency around ingredients to build a brand rooted in honesty about what other brands might prefer to hide. Sportswear giant Adidas completes the podium in third place.
In the top 10 is refurbished tech retailer Back Market, recognised for its creative approach to communicating sustainability. Rather than relying on rational messages about why refurbished is the better choice, its ads use striking visuals that make sustainability feel desirable.
Luke Forshaw, Head of Marketing Europe, Back Market: "Sustainability should be fundamental to your company, and for Back Market it’s one of our founding pillars. We were set up to make tech more affordable, more accessible and more sustainable. When we articulate that to people, its important we’re credible and real in how we say it. Our brand tone of voice is human; it doesn’t patronise, lecture or overcomplicate, which I think is a huge part of our success. To have ranked in Kantar's list of the world's leading sustainable brands is a huge honour, and our team is proud to see that reflection of their commitment and hard work.”
To read the Consumer-Led Sustainability Brand ranking visit Kantar.com.