Saturday, May 5, 2012

How transparent, green and fair are your favourite brands?

 How transparent, green and fair are your favourite brands?


Rank a Brand and the outdoor apparel & footwear sector

Introduction
To boost sustainability in many sectors, Rank a Brand allows consumers to compare how transparent, green, and socially responsible mainstream brands are. As more and more people choose to buy high-scoring brands, companies are increasingly encouraged to become more responsible. See www.rankabrand.com for the global website, see www.rankabrand.nl for the Dutch version. The German version is coming soon.
Invitation to Outdoor brands
Rank a Brand has been in active in outdoor with approximately 50 outdoor brands that have been ranked already. Whether or not ranked yet, all outdoor brand owners are hereby kindly invited and encouraged to further report the sustainability performances transparently on the brand websites. In such a way, we can educate consumers to make a considered choice when buying outdoor stuff. If you like to see your brand, or your competitors brand ranked also, you can send in your request here.
Criteria
The currently used ranking criteria are described in the manual for Rankers. To read more backgrounds on the Rank a Brand methods, please visit our FAQ section. Suggestions to improve the criteria are always welcome, please don’t hesitate contact our research department verifier@rankabrand.com. In due time, we could additionally consider outdoor specific criteria when developing the questionnaire. Rank a Brand is a work in progress. The currently used general questionnaire for apparel and footwear is attached to this letter.
Thank you
Only if we walk the outdoor trail of sustainability together with the users of our products and share the stories transparently, we can really make it happen.
Kind regards,
Niels Oskam
Founder of Rank a Brand



Rank a Brand assesses the green and fair policy that brands have published on their website on the basis of a sharp question list. Brands that are not open are not able to earn points, brands that do justify publicly do earn points. Slick marketing language does not score points, well-founded information does. Our regular topics include: labour conditions, environment and climate. I have asked Rankabrand to Rank Northland Professional from Austria...but Niels Oskam the founder and CEO of Rankabrand told me they get ZERO points because they don't give any facts...Nobody can check any of the claims that are being made... How long will people buy from companies that don't show how ECO friendly and FAIR they realy are?





4 questions about Climate Change
  • Apparel & Footwear Climate Change Question 1:
Is there a policy for the brand (company) to minimize, reduce, or compensate carbon emissions?
  • Apparel & Footwear Climate Change Question 2:
Has the brand (company) published the carbon-footprint of its 'own operations' and has the brand already reduced 10% of these emissions in the last 5 years?
  • Apparel & Footwear Climate Change Question 3:
Has the brand (company) set a target to reduce its ‘own operations’ carbon footprint by at least 20% before the year 2012?
  • Apparel & Footwear Climate Change Question 4:
Does the brand (company) also have a policy to reduce/ compensate carbon emissions generated from the supply/production chain?

4 questions about Ecology
  • Apparel & Footwear Ecology Question 1:
Does the brand (company) use environmentally 'preferred' raw materials for more than 5% of its volume?
  • Apparel & Footwear Ecology Question 2:
Does the brand (company) use environmentally 'preferred' raw materials for more than 10% of its volume?
  • Apparel & Footwear Ecology Question 3:
Does the brand (company) use environmentally 'preferred' raw materials for more than 25% of its volume?
  • Apparel & Footwear Ecology Question 4:
Does the brand (company) report on its environmental policy related to the ‘wet processes’ within the production cycle, like bleaching and dying of fabrics?



8 questions about Labour Conditions and Human Rights
  • Apparel & Footwear Labour Conditions and Human Rights Question 1:
Does the brand (company) have a supplier Code of Conduct (CoC) which includes the following standards: No forced or slave labour, no child labour, no discrimination of any kind and a safe and hygienic workplace?
  • Apparel & Footwear Labour Conditions and Human Rights Question 2:
Does this CoC include at least two of the following workers rights: 1. to have a formally registered employment relationship 2. to have a maximum working week of 48 hours with voluntary paid overtime of 12 hours maximum 3. to have a sufficient living wage?
  • Apparel & Footwear Labour Conditions and Human Rights Question 3:
Does this CoC include the right for workers to form and join trade unions and bargain collectively; and in those situations where these rights are restricted under law, the right to facilitate parallel means of independent and free association and bargaining?
  • Apparel & Footwear Labour Conditions and Human Rights Question 4:
Does the brand (company) have a published list of direct suppliers, that have collectively contributed to more than 90% of the purchase volume?
  • Apparel & Footwear Labour Conditions and Human Rights Question 5:
Is the brand (company) a member of a collective initiative that aims to improve labour conditions, or does the brand (company) purchase its supplies from accredited factories with improved labour conditions?
  • Apparel & Footwear Labour Conditions and Human Rights Question 6:
Do independent civil society organizations like NGO's and labour unions have a decisive voice in this collective initiative or in these certification schemes?
  • Apparel & Footwear Labour Conditions and Human Rights Question 7:
Does the brand (company) annually report on the results of its labour conditions policy?
  • Apparel & Footwear Labour Conditions and Human Rights Question 8:
Has the brand’s labour conditions policy resulted in a ‘compliance level’ of at least 30% of the purchase volume, or a ‘monitored level' of at least 80%?








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