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Do You Do What You Say? Interbrand’s 2013 Best Global Green Brands

October 28, 2013 | 11:45AM
Kroon Hall, Burke Auditorium
Colloquium on Sustainability Marketing


Do You Do What You Say? Interbrand’s 2013 Best Global Green Brands

Emma Hrustic, Global Director, Brand Intelligence, Interbrand

Monday, October 28th
12:00 pm -1:00 pm EST
Kroon Hall, Burke Auditorium, 195 Prospect St.
Follow us @YaleCBEY 
Best Global Green Brands examines the tension between corporations’ environmental practices and consumers’ perceptions of those practices. The study celebrates the payoff for making sustainability a priority and striking a balance between focusing on performance and building marketplace perceptions, while being transparent about the journey (and occasional stumbles) on the road to sustainability.
Join Interbrand’s Emma Hrustic, Global Director of Brand Intelligence, as she discusses key findings from the study of over 12,000 consumers across the top 10 markets by GDP, including deep insights on their attitudes towards environmental issues and the impact of those attitudes on purchase intentions and brand preference. 
Emma will discuss how:
  • Green has become a key operating force of company culture - investing in corporate citizenship initiatives as key drivers of recruitment, engagement, retention, and productivity - a huge shift from a “nice-to-have” mantra.
  • Consumers are increasingly demanding more transparent reporting and eco-conscious products – brands that have a real purpose and demonstrate a commitment to changing the world.
  • Millennials are an increasingly vital part of brands’ movements – actively seeking out purpose-driven companies for employment.
  • Consumers tend to claim that environment matters yet simultaneously lack the willingness to pay to address the issue, demonstrating that private concerns often come first and that cynicism about corporate intentions and about information provided by companies play a critical role in consumers’ behavior.


The Yale Center for Business and the Environment (CBEY) provides a focal point for research, education, and outreach to advance business solutions to global environmental problems. The Center joins the strengths of two world-renowned graduate schools - the Yale School of mangement and theYale School of Forestry and Environmental Studies- together with a network of internal and external thought leaders at the business-environment interface.