The 2013
Sustainability
Leaders
A GlobeScan/SustainAbility Survey
Contents
About the Globescan / SustainAbility Surveys
Introduction
4
Survey Methodology
Key Findings
3
5
6
Institutional Leaders on Sustainability
Corporate Leaders on Sustainability
7
12
Spotlight on Corporate Leaders in Emerging Markets
Spotlight on Rising Corporate Leaders
--
--
The 2013
Sustainability
Leaders
2
A GlobeScan/SustainAbility Survey
About the GlobeScan / SustainAbility Surveys
The GlobeScan / SustainAbility Surveys offer a unique, collaborative
platform that uses research-driven insights, including targeted surveys of
the most influential thought leaders in the sustainability arena from over
sixty countries, to explore the biggest sustainability challenges.
The thousands of stakeholders surveyed include leading sustainable
development experts and practitioners from five sectors:
•
•
•
•
•
Corporate
Government (including multi-lateral institutions)
NGOs
Institutional (e.g., academics)
Service (e.g., consultants, media)
The GlobeScan / SustainAbility Surveys are in field around six times each
year, and provide a regularly updated expert perspective on a range of
timely topics.
You can download all the latest surveys from the GlobeScan or
SustainAbility websites.
The 2013
Sustainability
Leaders
3
A GlobeScan/SustainAbility Survey
Introduction
“If we achieve our sustainability targets and no one else
follows, we will have failed.” Paul Polman - CEO, Unilever
Another year has passed and the results of the latest
GlobeScan/SustainAbility opinion survey on leadership look
startlingly similar: Unilever on top. That’s not the whole story
of course - Patagonia continues its impressive rise in the eyes
of our sustainability experts, Puma has entered the “top ten”
for the first time ever, and our global expert pool proves that
leadership is often best recognized when it’s familiar, with
respondents most likely to cite leaders headquartered in the
regions they are based in. Even Unilever as #1 rises above the
status quo, bucking the trend of leadership companies “coming
back to Earth” as time passes between the launch of ambitious
commitments or initiatives. In fact, Unilever has only continued
to rocket past its peers since it first launched the Sustainable
Living Plan in 2010.
And therein lies the rub of “leadership as usual,” broadly
exemplified in “The 2013 Sustainability Leaders” survey: it’s
not nearly enough. Only national governments - whose paltry
leadership on sustainability was recognized by all stakeholder
respondents, including experts in government - rank lower
than corporate leaders in advancing the sustainability agenda.
This is an all too familiar theme in the global workshops and
research GlobeScan and SustainAbility have conducted for The
Regeneration Roadmap.
So in celebrating Unilever and other business leaders’
ambition, achievement and engagement (alongside its fellow
changemakers in social enterprise, science and the NGO space),
let’s remember the quote (above) from Unilever CEO Paul
Polman: leaders are only as successful as those who are inspired
to follow in their path.
The 2013
Sustainability
Leaders
4
A GlobeScan/SustainAbility Survey
Survey methodology
Demographics
Government
Academic /
Research
NGO
Corporate
Service /
Media
Other
Total
Asia
8
9
26
36
21
2
102
Africa / Middle East
3
8
12
17
11
3
56
Europe
10
31
64
99
84
21
310
North America
29
61
115
217
110
39
571
Oceania
2
4
13
12
12
4
47
Latin America / Caribbean
5
8
16
19
19
5
73
DK/NA
2
0
4
2
3
0
9
Total
59
123
250
402
260
74
•
1,170 qualified sustainability experts completed the online questionnaire from February 20 to March 14, 2013.
•
Respondents were drawn from: corporate, government, non-governmental, academic/research, service/media,
and other organizations.
•
Experts surveyed span 73 countries in Asia, Africa / Middle East, Europe, North America, Latin America /
Caribbean, Australia / New Zealand, and comprise a highly-experienced respondent pool:
•
•
•
•
5
53 percent have more than ten years of experience working on sustainability issues.
30 percent have five to ten years of experience.
16 percent have three to four years of experience.
Respondents with less than three years of sustainability experience have been excluded from the results.
Note to Readers
All figures in the charts
and tables in this report are
expressed in percentages,
unless otherwise noted. Total
percentages may not add to
100 because of rounding.
The 2013
Sustainability
Leaders
A GlobeScan/SustainAbility Survey
Key findings
•
National governments are seen as demonstrating the poorest leadership on sustainability over the last year.
•
While social entrepreneurs have rebounded in 2013 and are now perceived as the sector advancing the sustainability agenda most,
opinion of NGOs remains low compared to where it ranked two years ago.
•
Experts find only national governments’ performance in advancing sustainability poorer than corporate leaders.
•
There is broad consistency in leadership opinions across the world; Social entrepreneurs are perceived as the leading actors
advancing sustainability in all regions but Africa / Middle East.
•
Unilever captures the top spot for third year in a row, while Patagonia catapults to #2 position on back of strong gains in last year;
Puma has entered the top ten after not appearing on the list in 2011.
•
Unilever has not only been able to sustain its leadership position since the launch of the Sustainable Living Plan in 2010, but
increase it considerably. This is even more impressive when compared to other leadership companies who have “come down to
Earth” after an initial bump from the launch of ambitious commitments or initiatives.
•
Experts in developing countries are most likely to cite leadership companies from the regions in which they are based (for example,
Natura in the Latin American/Caribbean region). This largely holds for experts in Europe and North America as well. In fact, when
asked to name leadership companies headquartered in developing countries, Natura and Tata are the only companies that garner
more than 1% of mentions in Europe and North America.
•
A commitment to sustainable values remains the primary reason a company is cited as a sustainability leader, while transparency
and communication, integration into core business model and environmental, waste, and water management have risen in
importance in 2013.
The 2013
Sustainability
Leaders
6
A GlobeScan/SustainAbility Survey
Institutional Leaders
on Sustainability
The 2013
Sustainability
Leaders
A GlobeScan/SustainAbility Survey
National governments are seen as demonstrating the poorest
leadership on sustainability over the last year.
Social Entrepreneurs
13
Leaders in the Scientific
Community
44
8
28
36
10
37
15
1 3
2 2
NGO Leaders
6
Leaders of Multilateral
Organisations
36
42
12
2 2
Question
2
20
42
2
20
40
23
5
9
Corporate Leaders
Nationally Elected
Government Leaders
5 (Excellent)
3
16
4
30
42
3
7
38
2
1 (Poor)
1
Please rate the overall
performance of each of the
following types of leaders in
advancing the sustainability
agenda over the past year?
1
DK / NA
The 2013
Sustainability
Leaders
8
A GlobeScan/SustainAbility Survey
While social entrepreneurs’ leadership has rebounded in
2013, opinions of NGO leadership remain lower than in
years past; Government leadership has declined every year
since 2010.
“Excellent” (4+5)
60
Social Entrepreneurs
50
Leaders in the Scientific
Community
40
NGO Leaders
30
Leaders of Multilateral
Organisations
20
Question
Please rate the overall
performance of each of the
following types of leaders in
advancing the sustainability
agenda over the past year?
Corporate Leaders
10
Nationally Elected
Government Leaders
0
2010
2011
2012
2013
The 2013
Sustainability
Leaders
9
A GlobeScan/SustainAbility Survey
There is broad consistency in leadership opinions across
the world; Social entrepreneurs are perceived as the leading
actors advancing sustainability in all regions but Africa /
Middle East.
Performance on Sustainability Leadership by Different Types of Leaders
Total “Excellent” by Region, 2013
Africa /
Middle East
Asia
Leaders in Scientific
Community
35
Social Entrepreneurs
59
Leaders of Multilateral
Organisations
29
NGO Leaders
33
Corporate Leaders
32
Government Leaders
10
55
3
Europe
40
45
23
32
13
47
54
20
52
North America
62
Oceania
47
47
47
51
9
20
35
20
46
9
3
4
Question
Please rate the overall
performance of each of the
following types of leaders in
advancing the sustainability
agenda over the past year?
30
43
20
3
Latin America /
Caribbean
49
22
3
The 2013
Sustainability
Leaders
A GlobeScan/SustainAbility Survey
Government leadership is consistently rated lowest across all
stakeholder audiences, including by experts in government.
Performance on Sustainability Leadership by Different Types of Leaders
Total “Excellent” by Stakeholder, 2013
Government
Leaders in Scientific
Community
Social Entrepreneurs
Leaders of Multilateral
Organisations
NGO Leaders
Corporate Leaders
Government Leaders
NGO
41
32
40
57
26
50
20
5
48
57
22
19
Corporate
46
31
20
Academic /
Research
17
2
64
61
46
38
21
37
24
3
Other
47
58
19
47
Media /
Service
43
23
3
20
Question
Please rate the overall
performance of each of the
following types of leaders in
advancing the sustainability
agenda over the past year?
16
5
7
The 2013
Sustainability
Leaders
11
A GlobeScan/SustainAbility Survey
Corporate Leaders
on Sustainability
The 2013
Sustainability
Leaders
A GlobeScan/SustainAbility Survey
Unilever captures the top spot for third year in a row;
Patagonia catapults to the #2 position on the back of strong
gains in the last year.
% of Total Mentions, All Respondents, 2013
25
Unilever
14
Patagonia
+7
11
Interface
8
Walmart
GE
5
Marks & Spencer
5
Puma
4
Nike
4
Coca Cola
4
Natura
3
IBM
3
Google
3
Nestlé
3
Novo Nordisk
3
13
+8
Question
+3
What specific companies
do you think are leaders in
integrating sustainability into
their business strategy?
+3
Arrows denote movement since 2012
(+/- 3% is threshold)
The 2013
Sustainability
Leaders
A GlobeScan/SustainAbility Survey
Unilever and Patagonia show significant gains in
2013; Puma has entered the top ten after not
appearing on the list in 2011.
% of Total Mentions, All Respondents, 2013
2013
Unilever
15
Patagonia
5
7
5
GE
Coca Cola
Puma
14
1
1
7
25
Question
11
10
Walmart
2011
14
7
Interface
17
2012
12
What specific companies
do you think are leaders in
integrating sustainability into
their business strategy?
8
11
12
4
2
4
The 2013
Sustainability
Leaders
A GlobeScan/SustainAbility Survey
Unilever is rated strongest by corporate peers, NGOs and
service/media; Patagonia is the highest-rated company
among academics/researchers and tied with Walmart
among government experts.
Leaders by Stakeholder Type
% Total Mentions, Unprompted, 2013
Government
Academic /
Research
NGO
Corporate
Service / Media
Unilever
8
26
16
29
30
Patagonia
12
10
20
12
14
Interface
7
11
12
11
10
Walmart
12
6
6
10
7
GE
2
3
6
5
6
Marks & Spencer
7
8
2
5
6
Question
What specific companies
do you think are leaders in
integrating sustainability into
their business strategy?
The 2013
Sustainability
Leaders
15
A GlobeScan/SustainAbility Survey
Unilever’s leadership status is consistent across geographies, with particular
resonance in Europe and Asia. Interface also enjoys great geographical
breadth and is cited as a leader in every geography except Africa/Middle East.
Interestingly, GE is mentioned as “top 3” leader in Asia and Oceania, but is
not regarded among top leaders in North America.
Sustainability Leaders by Region
% Total Mentions, Unprompted, 2013
Asia
Europe
Africa / Middle East
26
Unilever
Woolworths
20
Unilever
18
Marks &
Spencer
ITC
8
Unilever
GE
7
Nedbank
Novo Nordisk
6
Salsol
Nestlé
6
Anglo American
North America
13
9
7
Patagonia
32
6
Novo Nordisk
5
Latin America /
Caribbean
42
Patagonia
23
Unilever
Unilever
22
Westpac
13
Unilever
GE
9
Nestlé
10
7
17
Interface
12
Walmart
Nike
16
6
What specific companies
do you think are leaders in
integrating sustainability into
their business strategy?
10
Interface
Oceania
15
Question
12
Natura
Siemens
6
Walmart
Interface
6
Interface
29
5
The 2013
Sustainability
Leaders
A GlobeScan/SustainAbility Survey
Spotlight on
Corporate Leaders in
Emerging Markets
The 2013
Sustainability
Leaders
A GlobeScan/SustainAbility Survey
Experts in developing countries are most likely to cite leadership companies from
the regions in which they are based (for example, Natura in the Latin American/
Caribbean region); Natura and Tata are the only companies that garner more
than 1% of mentions from experts in Europe and North America.
Companies in the Developing World who are Leaders at Integrating Sustainability into Strategy
Unprompted, by Region, 2013
Asia
Africa /
Europe
Middle East
Anglo-American
North America
5
1
Cemex
ITC
1
2
4
Nedbank
1
1
1
4
12
2
Vale
1
5
1
9
Unilever
5
2
What specific companies
that are headquartered in
emerging economies (e.g.,
in Africa, Asia, and Latin
America) do you think
are leaders in integrating
sustainability into their
business strategy?
1
1
1
5
Woolworths
DK /NA
1
5
Sasol
53
1
2
SAB Miller
8
11
9
Petrobras
Other
Question
2
11
Natura
Tata
Latin America /
Carribean
Oceania
1
21
28
41
14
22
12
12
66
17
70
80
18
The 2013
Sustainability
Leaders
18
A GlobeScan/SustainAbility Survey
Spotlight on Rising
Corporate Leaders
The 2013
Sustainability
Leaders
A GlobeScan/SustainAbility Survey
The combination of relative ambition, effective communications and
follow-through is vital to capturing and holding the imagination of
sustainability experts, as Unilever proves; even where follow-through is
robust, experts still exhibit “what have you done for me lately?” thinking.
Companies with the Greatest Commitment to Sustainability
Unprompted, Combined Mentions, Trends 2007 - 2013
30
30
Unilever
Patagonia
25
20
20
November 2010
Unilever Launches
“Sustainable
Living Plan”
10
0
14
10
November 2011
Patagonia
Launches “Don’t
Buy This Jacket”
Campaign
Question
What specific companies
do you think are leaders in
integrating sustainability into
their business strategy?
0
20
20
20
20
13
12
11
10
09
20
08
30
GE
20
20
07
13
12
11
10
09
08
07
20
20
20
20
20
20
20
20
30
Walmart
20
May 2009
GE Launches
“Healthy
Imagination”
10
10
8
5
0
0
20
20
20
20
20
20
20
20
20
20
20
20
20
20
13
12
11
10
09
08
07
13
12
11
10
09
08
07
20
July 2009
Walmart announces
its sustainable
product index
The 2013
Sustainability
Leaders
A GlobeScan/SustainAbility Survey
Unilever has evolved from targeted, issue-based efforts
to broad-based ambition and rhetorical leadership that
confronts systemic challenges.
Reason a Company Is Considered a Sustainability Leader
Respondent Feedback, Unilever, 2010 - 2013
30
Developing more
sustainable food
25
20
CEO leadership on
confronting shareholder
short-termism
Setting ambitious goals
through the Sustainable
Living Plan
Ambitious plans and goals that
will force the company to stretch
Focus on evidence-based
metrics for impact
15
10
Paul Polman
their CEO
Launches
Sustainable
Living Plan
CEO Paul Polman
is a visionary
25
Question
What specific companies
do you think are leaders in
integrating sustainability into
their business strategy?
They totally understand
sustainable business
5
0
2007
21
2008
2010
2009
2011
2010
2011
2012
2012
2013
2013
The 2013
Sustainability
Leaders
A GlobeScan/SustainAbility Survey
Commitment and transparency are consistent hallmarks of
Patagonia’s leadership, but a significant rise occurred after
“Don’t Buy This Jacket” provocation and campaign.
Reason a Company Is Considered a Sustainability Leader
Respondent Feedback, Patagonia, 2010 - 2013
30
They drill down further and
communicate in a highly creative
& professional manner
25
Openly discuss success
and challenges
20
15
It is a cause-driven
business model: first planet
& people, then profit
The company has been leading sustainability
& CSR initiatives for many years, before
sustainability become “trendy”.
Honest and transparent
about their footprint to
all stakeholders
Honest and transparent
about their footprint to all
stakeholders.
Highly open, been walking
the walk for a long time
Transparency on
initiatives and challenges
10
Launches
Footprint
Chronicles
5
Re-launches
Footprint
Chronicles
Website
Launches
“Don’t Buy This
Jacket”
Campaign
Question
14
“Don’t Buy This
Jacket” campaign
0
2007
22
2008
2010
2009
2011
2010
2011
2012
2012
2013
What specific companies
do you think are leaders in
integrating sustainability into
their business strategy?
2013
The 2013
Sustainability
Leaders
A GlobeScan/SustainAbility Survey
Puma’s rise in the eyes of experts can solely be
attributed to releasing its Environmental
Profit & Loss (E P&L) statement.
Reason a Company Is Considered a Sustainability Leader
Respondent Feedback, Puma, 2010 - 2013
15
Externalities in
P&L accounts
Footprint measurement to
include ecosystem services
10
Lifecycle analysis
Question
What specific companies
do you think are leaders in
integrating sustainability into
their business strategy?
Environmental
Profit and Loss
Recent release of
Environmental P&L
5
4
Releases
Environmental
Profit & Loss
(E P&L)
Statement
0
2011
2010
23
2010
2011
2012
2012
2013
2013
The 2013
Sustainability
Leaders
A GlobeScan/SustainAbility Survey
A commitment to sustainable values remains the primary
reason a company is cited as a sustainability leader.
Reason a Company Is Considered a Sustainability Leader
% of Total Mentions, All Respondents, 2013
26
Commitment to Sustainability Values
14
Transparency / Communication
13
Part of Core Business Model
11
Environment / Waste / Water
Executive Leadership has Strong SD Values
9
Supply Chain
9
Sustainable Products / Services
9
Question
Why do you think [INSERT
COMPANY #1 FROM
ABOVE] is a leader in
integrating sustainability into
their business strategy?
6
Renewable Energy / Lowering Emissions
Industry Leader
5
Innovation / Research & Development
5
The 2013
Sustainability
Leaders
24
A GlobeScan/SustainAbility Survey
Transparency/communication, integration into core business model
and environmental/waste/water management are more important
factors in 2013 for determining corporate sustainability leadership.
Reason a Company Is Considered a Sustainability Leader
% of Total Mentions, All Respondents, 2012 - 2013
26
Commitment to Sustainability Values
Transparency / Communication
6
9
Supply Chain
6
5
11
2013
2012
9
6
Renewable Energy / Lowering Emissions
Why do you think [INSERT
COMPANY #1 FROM
ABOVE] is a leader in
integrating sustainability into
their business strategy?
9
7
Sustainable Products / Services
Question
11
Executive Leadership has Strong SD Values
25
13
10
Environment / Waste / Water
Innovation / Research & Development
14
12
Part of Core Business Model
31
8
8
The 2013
Sustainability
Leaders
A GlobeScan/SustainAbility Survey
Experts identified a number of reasons why they consider
other top companies sustainability leaders, reflecting the
three points of the “leadership triangle”.
Goals consistent with
business opportunities
and consumer base
Nike
Vision /
Strategy
Question
One of the few companies to
identify closed loop systems
as appropriate
GlaxoSmithKline
Integration /
Performance
Responsible food supply chain
work and use of science
Marks & Spencer
26
They put their money where their
mouth is & invest in big projects
instead of just making incremental
improvements to be “less bad“
Google
Stopped being
[so] secretive
Coca Cola
Aligning
compensation
with meeting
sustainability
goals
Novo Nordisk
Engagement /
Communication
Their own staff helps
spread the word - not
just corporate PR
Interface
Why do you think [INSERT
COMPANY #1 FROM
ABOVE] is a leader in
integrating sustainability
into their business strategy?
Please enter up to two
responses in the spaces
provided.
The 2013
Sustainability
Leaders
A GlobeScan/SustainAbility Survey
For more information, contact:
Chris Coulter
President, GlobeScan
chris.coulter@globescan.com
Chris Guenther
Research Director, SustainAbility
guenther@sustainability.com
Mohammed Al-Shawaf
Manager, SustainAbility
al-shawaf@sustainability.com
GlobeScan Incorporated
Toronto: +1 416 962 0707
London: +44 20 7253 1450
San Francisco: +1 415 874 3154
SustainAbility, Ltd.
Washington: +1 202 315 4150
New York: +1 718 210 3630
London: +44 20 7269 6900
www.globescan.com
www.sustainability.com
27
The 2013
Sustainability
Leaders
A GlobeScan/SustainAbility Survey