Kellogg's gap grew slightly, with drops in both perception and performance, respectively. This fall comes after a quiet year on the sustainability front for the cereal giant. With the momentum of last year now faded away, Kellogg's will have to make significant advances in its efforts in the green space, while putting more emphasis on marketing these efforts externally. The brand did have a small number of notable achievements throughout the year, namely in regards to sustainable packaging. Among these achievements, Kellogg's joined the How2Recycle Label program, a voluntary recycling labeling system developed by the Sustainable Packaging Coalition (SPC) to provide clear recycling information to consumers. One big financial incentive for Kellogg’s to step up its sustainability efforts: Walmart’s Sustainability Index will be in full force by the end of 2017 as a measure for what gets on the shelf, while consumers will see products’ sustainability ratings along with best and worst in class category ratings.