According to Interbrand’s new global report, “Best Green Global Brands,” Apple has the highest Green Brand ranking of the world’s leading smartphone suppliers. Additionally, Apple now ranks as the world’s #1 smartphone vendor with 18.5% market share so it has grown faster while becoming greener (Strategy Analytics, July, 2011). Samsung is second in global smartphone market share, yet third in the Green Brand ranking of smartphone suppliers.
Here’s how the Best Green Global Brands rank for smartphone makers:
While Interbrand has ranked the Top 50 brands in the world according to several sustainability criteria, only three of the Top 50 companies ranked among the top global smartphone providers. Their rating criteria included: Product and Services, Transportation and Logistics, Supply Chain, Operations, Stakeholder Engagement and Governance.
With a winning track record for Brand loyalty, the Apple iPhone has nearly 9 times more Facebook followers than Samsung Mobile followers. Apple’s 85.7 million Facebook devotees keep Apple’s perception high among users and green aficionados as well. Samsung Mobile currently has 9.4 million Facebook followers.
Although Greenpeace chastised Apple last year in its Guide to Greener Electronics Scorecard (16th Edition, Oct. 2010), Ecoleader Apple has accelerated its pace toward Sustainability accomplishments to earn a more polished rating from Interbrand. Despite its “Planet First” initiative, Samsung’s biggest challenge has been failing to meet certain deadlines to eliminate toxic substances in its products. According to Greenpeace, the rate at which e-waste (mountains of obsolete electronics products that are in landfills) are growing will reach crisis proportions unless all electronics makers rise up to be socially responsible.
Kudos go to Interbrand for highlighting the importance of being green for the world’s top corporations. Overall, Interband claims that the strongest brands will reside at the intersection of corporate performance and consumer perception. It’s time for these industry leaders to “walk the talk.”
Do you believe that all Smartphones should be Green Smartphones? Your comments are welcome.
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Copyright 2011 by Ed Valdez. All rights reserved.