Consumers Rank Ikea, L'Oreal, Home Depot High in Corporate Sustainability

Corporate sustainability isn't something consumers necessarily think a lot about when they purchase a branded product, but a new survey suggests it influences a brand's "meaningfulness" in the mind of a consumer.

The more sustainable the brand is perceived to be, the more meaningful it becomes to consumers, according to results of the just-released second annual Brand Sustainable Futures report, published by Havas Media and MPG. The results are based on an online survey of 30,000 consumers in 9 countries.

Survey results indicated that IKEA received the best "Brand Sustainable Futures Quotient," while L'Oreal was one of the brands with the largest improvements from last year. Home Depot is perceived as "the most meaningful and sustainable" brand by U.S. consumers, followed by Kraft and Google.

When it comes to attitudes towards sustainability, it differs significantly by country.Continue reading...