Triple Pundit: adidas Is A Green Brand But No One Knows It
The brand ranks among the top 50 most sustainable corporations in the world, yet falls short by not communicating its progress to consumers.
Adidas’s 2011 progress report left me with mixed feelings. There’s no doubt Adidas is an industry leader when it comes to sustainability. The list of examples proving it is almost endless, from being no. 38 on the list of Corporate Knight’s list of the Global 100 Most Sustainable Corporations (you won’t find there Nike or PUMA) to being rated as industry leader in sustainability issues and corporate responsibility for the eighth time by the Dow Jones Sustainability Indexes (DJSI).
The problem is that such recognition also generates expectations. So while its 2011 progress report shows a number of achievements, it also gives you an impression that some elements are still missing in Adidas’s effort to “to meet society’s evolving expectations of business practices.”