Google IBM Drive Sustainability

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Google IBM Drive Sustainability, the ‘Brand Power’ of some of the world’s leading companies, can change the behavior of billions of consumers, according to Lucy Shea, CEO of  Futerra .The consultancy, who has assessed which brands had the greatest recognition and loyalty, a global reach, and the most impressive green credentials to identify 100 potential industry pioneers in this area.
According to the study, Google IBM drive sustainability, could be possible, as well as Walmart as are among the “planet brands” that could drive the sustainability agenda thanks to their connection with consumers and international scale.

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Google has invested more than $915m in various clean energy firms and was joined by by a diverse range of players, like Ford and BMW, the automakers, Gucci and Burberry, the luxury brands, and Apple and Samsung, the electronics manufacturers.
All the big firms in the study list have a huge asset that could help drive sustainability if they want to. IBM, implemented large-scale green innovation schemes while Coca-Cola, Ford, Heinz, Nike and Procter & Gamble have formed an alliance to develop plant-based packaging, in an effort to reduce dependence on petroleum-based plastics.
However, so far, there is not much progress in the direction of driving sustainability, although some struggle with it. Most of the brands have not started yet, while some are controversial. Google IBM drive sustainability among other brands could be successful as all have the huge asset of their brand power if they chose to use it and work on this direction.

Data sourced from Futerra/The Guardian; additional content by Warc staff, 11 June 2012
http://www.warc.com/News/7DayRoundUp.aspx#29956