Yesterday the Telegraph published some pretty pictures of the top brands in Britain, as chosen by the Thought Leadership Index – the annual TLG/Populus poll of top opinion formers. In the top five you’ll find Google, the Co-Op, Innocent Smoothies, Marks & Spencer and, at number one, Apple.
At Positive Luxury we value brands slightly differently. Tesco, for instance, deserves a higher place than 24 based on its sterling work. As for Apple – well, we don’t quite agree the company is number one. We give our overall verdict on the top five below.
You’d expect great things from a stylish Californian baby boomer, and Apple does have a clear and open Corporate Social Responsibility (CSR) policy across the supply chain, from labour and human rights to environmental impact. However there’s been a lot of concern over a recent spate of suicides in Chinese factories making Apple products and some NGOs are worried that the coltan used in iPhones comes from African warzones and the trade supports violent warlords. Apple insists it monitors its supply chains but it’s not as open as it could be to external scrutiny. We’re keeping a wary eye…
Marks and Spencer
The Marks and Spencer Environmental Code of Practise (ECOP) is still seen as a landmark document on the British high street. As posters at the till in their food hall make clear, their Plan A project pledges improve across almost every area of their business – from waste, raw materials, fair partners, health and climate change to salt in their own label food. M&S is aiming to be the world’s most sustainable retailer. Early sceptics – like Prof Frank Figge at Belfast Uni – have become more muted over the last year. A rising star.
Keeping everything from their ingredients to their production about sustainability isn’t enough for Innocent. The Innocent Foundation gives grants to encourage sustainable farming from Madagascar to Stevenage and most of the jokes on the bottle labels are funny – at least the first time you read them…. Coca Cola has had a 58% stake since 2010, and Coke is working with Greenpeace to change the way it refrigerates its drinks. Oddly, in 2009, can of Coke had a lower carbon footprint than an Innocent bottle. Who’d have thought?
The Cooperative Group