English Arabic Armenian Azerbaijani Chinese (Simplified) Chinese (Traditional) Czech Danish Dutch Estonian Filipino Finnish French Galician Georgian German Greek Hindi Hungarian Icelandic Indonesian Italian Japanese Korean Latvian Lithuanian Malay Maltese Norwegian Persian Polish Portuguese Russian Slovak Slovenian Spanish Swedish Thai Turkish Ukrainian Vietnamese
bank-deal-opens-maritime-green-doorLUXEMBOURG: April 22, 2017. The European Union's non-profit European Investment Bank (EIB) has signed a €150 million loan agreement...
u-n-cuts-cost-of-air-fleet-and-food-distribution-timesNEW YORK, NY: April 21, 2017. The United Nations is to cut its aircraft fleet and limit passenger flights to essential travel only,...
air-cargo-volumes-rise-as-yields-remain-a-challengeGENEVA: April 20, 2017. IATA reports a slowing of air cargo volumes to a 1.3 percent rise in the three months to February 2017,...
siemens-to-set-up-logistics-head-office-at-expo-2020-dubaiMUNICH: April 18, 2017. Siemens is to base its logistics business for airports, cargo infrastructure and ports in Dubai and will move...
emirates-sky-cargo-lifts-america-s-cup-challengerDUBAI: April 13, 2017. Bookmakers are giving America's Cup challenger Emirates Team New Zealand 3:1 odds to win the sailing...
blockchain-used-in-pharma-supply-chainBEIJING: April 11, 2017. IBM and China-based supply chain manager Sichuan Hejia have launched the 'Yijian Blockchain Technology...

What price a sustainable brand?

Brand Finance is a consultancy that quantifies the value of brands. For the third year running it has named Emirates as the world's most valuable airline brand worth US$5.5 billion.

The airline says it aspires to "become a top global lifestyle brand".

Perhaps it should take note of a new survey of aspirational consumers who represent 38 percent of the world's shoppers. This group wants
to support companies that deliver exceptional products and services, inspire personal relationships, support community initiatives and protect the environment.

"Aspirationals are looking for companies they can believe in, and they want brands to stand for something bigger than a product or service," says Raphael Bemporad, co-founder and chief strategy officer at brand innovation consultancy BBMG.

Coca-Cola, Microsoft, Samsung, Tata, Unilever and Nestlé top the list of the world's most responsible companies according to the Aspirationals who are defined by their apparent love of shopping (93 percent), desire for responsible consumption (95 percent) and their trust in brands to act in the best interest of society (50 percent).

Other favoured brands include BMW, Carrefour, Ford, Google, Honda, Hyundai, IKEA, McDonald's, Natura, PepsiCo, Petrobras, Target and Tesco.

No mention of responsible airlines by this group of shopaholics.

-Simon Keeble is the editor of Freightweek.

- powered by Quickchilli.com -