The fight for a more sustainable world and to implement practices. Therefore, that contribute to improving society and the environment is a task that is increasingly in the focus of companies. However, is real change happening in this area or is there more media noise than concrete actions? Based on the objective of trying to establish control over how consumers perceive the implementation of these policies, dentsu Spain has developed dentsu RADAR ESG. Therefore, creating a new market standard that measures people’s ESG perception in their relationship with brands.
Greater relevance of ESG policies
The event began with the presentation top industry data of Jaime López-Francos. President Dentsu Media , who reviewed the main objectives of the study. The operational method used to understand the “positive impact” of the brands’ policies in their relationship with the environment. Therefore, a “100% local” study that demonstrates “dentsu Spain’s commitment to advertisers and brands that work in our country.” Jordi García, Head of Audience Insights Dentsu, explained the methodology followed and the context in which this first dentsu RADAR ESG study was carried out. Emphasizing that up to “94% of IBEX companies have a person in charge of ESG issues. ” and 61% of them belong to the steering committee. Therefore, this is a true reflection of the growth in interest in these topics, which has tripled in the last 4 years.”
Which brands have obtained the best results
The final ranking of the companies Email Data was not revealed until the final part of the event. In which those with the best results were announced. The ranking is led by Estrella Galicia. With a great rating (92), and placing itself in the A+ category. The top 10 brands are completed. In alphabetical order: Cepsa, Cola Cao, Cruzcampo, IKEA, ING, Mapfre, Mutua. Sanitas and Samsung. After the conclusion of the presentation. Therefore, in relation to the results, we were able to speak with Coral Mozas, Audience Insights Manager at dentsu , who explained that “brands in Spain must continue working on ESG policies. Emphasizing that “the corporate governance dimension It is the one that obtains the lowest rating and is. Therefore, the one in which brands have to put more effort .
