BIS-中央银行家的演讲-加布里埃尔·马克卢夫介绍性声明-财政、公共支出和改革联合委员会

SustainabilityPerceptionsIndex2023Theinauguralreportonthevalueofsustainabilityperceptionstotheworld'sleadingbrandsContents.BrandFinanceSustainabilityPerceptionsIndex20©232023Allrightsreserved.BrandFinancePlc./sustainability2GetinTouch3Foreword4IAAGlobalZeroattheCoreofBusinessStrategy6SteveMalkin,CEOandFounder,PlanetMarkMethodology7yReportingRobertHaigh,StrategyandSustainabilityDirector,BrandFinanceSasanSaeidi,WorldPresident&Chairman,IAAHervédeClerck,VPIAAGlobal,SustainabilityCouncilChairsJeffreyA.Greenbaum,Chair,IAAPublicPolicyCouncilAboutBrandFinance.BrandFinanceSustainabilityPerceptionsIndex2023/sustainability3BrandFinanceistheworld'sleadingbrandvaluationconsultancy.WebridgethegapbetweenmarketingandfinanceWequantifythefinancialvalueofbrandsWeofferauniquecombinationofexpertiseeofWeprideourselvesontechnicalcredibilityOurexpertshelpedcrafttheinternationallyrecognisedstandardsonBrandValuationISOandBrandEvaluationISO0671.Ourmethodologyhasbeencertifiedbyglobalindependentauditors–AustrianStandards–ascompliantwithboth,andreceivedtheofficialapprovaloftheMarketingAccountabilityStandardsBoard.Forbusinessenquiries,pleasecontact:RobertHaighManagingDirectorr.haigh@Formediaenquiries,pleasecontact:MichaelJosemAssociateCommunicationsDirectorm.josem@Forallotherenquiries:enquiries@+442073899400/company/brand-finance/brandfinance//brandfinanceForeword.BrandFinanceGlobal5002023/global4RobertHaighategyrectornanceActingsustainablyandbeingseentodosoisimperativeforbrands,butsustainabilityisamultifacetedconceptthatcanbehardforbusinessleaderstonavigate.Investors,CFOsandCEOsaretoldbycampaigners,NGOs,consultantsandsustainabilityteamsthatcommittingtosustainabilityisboththerightthingtodoandabusinessimperative.Thereareindeedmanyopportunities,whetherinsupplyingtheproductsandservicesthatfacilitatethetransitiontoagreeneconomy,orsimplybydifferentiatingyourbrandasasustainablealternative.However,withoutarticulatingthecaseinfinancialtermsitcanbehardtodeterminethebusinesscaseforaction.TheSustainabilityPerceptionsIndexisintendedtobethefirststeptoaddressingthischallenge.Byquantifyingthevalueofsustainabilityperceptions,wehopetomakethevalueofactiononsustainabilitymoretangible.Ourresearchshowsthatevenforindividualbusinesses,therecouldbebillionsofdollarsoffinancialvaluetobegainedfromenhancedactionandassociatedcommunication.Equally,therecanbebillionsatriskfrominsufficientactionthatleadstoaccusationsofgreenwashing,orevenmisallocatedorexcessiveinvestmentsinsustainabilitycommunicationthatdoesnotcutthrough.Wehopethisreportisausefulfirststepinunderstandingthefinancialroleofsustainabilityperceptionstoyourbusiness(orthebusinessleadersthatyouaretryingtopersuade).Ifyouwouldliketocontinuetheconversation,pleasegetintouch.Wehavedevelopedanextensiveprogramofresearchandafullsuiteofservicesintendedtodeliveractionableinsightforourclients.WeworkwithCEOsstrategistsrecruitmentteamsCFOsSustainabilityOfficersandofcoursemarketers,tohelpanswerarangeofpressingquestions,including:•Howsustainableisyourbusinessesperceivedtobe?•Howdoyoucomparevscompetitors?•Howimportantissustainabilityindrivingconsumerchoice?•Howimportantissustainabilitywhenrecruitingstaff,orsecuringinvestment?•Whatisthepotentialvalueofenhancingsustainabilityperceptions?•Isyourbrandrecognizedforitssustainabilityleadership?•Doyourbrand’sactionsliveuptoitsclaims?Couldvaluebeatrisk?•Whatarethe‘sustainableconsumer’segmentsandhowdowetargetthem?•Whichsustainabilityissuesandthemesaremostrelevant?•WhichNGOs/causesshouldIalignmybrandwith?•HowdoIchampioncorporateactiononsustainability?•HowdoImaximizefundingformycause?Ifyouhavebeenwrestlingwithanyofthesequestions,welookforwardtohelpingyousolvethem!TheIAA–AGlobalCompassforSustainability.BrandFinanceSustainabilityPerceptionsIndex2023/sustainability5DagmaraSzulceManagingDirector,Withthedigitalrevolutioncontinuingtoopennewchannelsandnewconsumermarketsaroundtheworld,CEOs,CMOs,andCFOswhounderstandthetangibleandintangibleassetscontributingtothecreationofbrandvaluecanhaveasignificantbusinessandeconomicadvantage.However,manymarketingandfinancialteamsstruggletoconnectthesedotsand,asaresult,underestimatethesignificanceoftheirbrandstobusiness.ThelatesteconomiccrisistriggeredbytheCOVID-19pandemichashadaprofoundimpactonchangingconsumers’perceptionstowardsbrands.Sustainabilityisincreasinglyapriorityforconsumerswhenpurchasingbrandsand,asaresult,sustainabilityperceptionshaveanincreasedimpactonbrandvaluation.Expectationshaveshiftedfrom“donoharm”to“mustcreatepositiveimpact”.Ifbrandsdonotpushtotransformtheirbusinessintoasustainableone,they,morethanever,risktheirbottomline.Formanyconsumers,purchasingaproductnowrequiresanalignmentonethicalgrounds.InternationalAdvertisingAssociationistheonlyglobalassociationthatrepresentsallspheresofthemarketingandmarketingcommunicationsindustry.Wepartnerwithleadingglobalconsultingfirmstoservethemarketingcommunicationsindustryastheglobalcompassintheever-evolvingmarketingcommunicationsworld.Forover80years,IAAhasplayedastrongroleinreportingthelatesttrendsintheindustrytonsightsforCMOstounderstandWHATSCOMINGNEXTWe’vepartneredwithBrandFinance,agloballeaderinbridgingthegapbetweenmarketingandfinance,toprovidetheindustry’sfirstconsumer-centricindexthatmeasuresconsumers’sustainabilityperceptionofthemostvaluableglobalbrands.TheBrandFinance/IAASustainabilityPerceptionsIndexisthefirstofitskind–arankingoftheworld’sbiggestbrandsbasedonthefinancialvalueoftheirsustainabilityperceptions,andwe’llbelaunchingitattheWorldEconomicForuminJanuaryWeseethisasanincrediblypotenttooltoincentivizeactionthatalignswiththeUNSDGsandwideraimsoftheUNGlobalCompact.Ourresearchshowsthattheworld’sbiggestbrands,whethertheyareseenassustainabilitychampionsornot,havehundredsofmillionsofdollars’worthofvaluecontingentonhowsustainabletheyareperceivedtobe.Byhighlightingthefinancialvaluethatiscontingentonsustainabilityperceptions,wehopetoharnessbusinesses’profitmotive,movingthempastthepointwheretheyseesustainabilityasa‘hygienefactor’,toapointofrapid,concertedaction.IAAbelievesthatinafragmentedandalwaysevolvingglobalmarketplace,themarketingcommunicationsindustrycouldbenefitfromaglobalperspectiveandaglobalframework.Webelievetheworldwouldbeabetterplaceifweworktogetherasanindustrytoleveragebrandstohelpcreateamoresustainableworldforconsumers,communities,andfortheplanet.PlanetMark–EmbeddingSustainabilityandNetZeroattheCoreofBusinessStrategy.SteveMalkinndFoundersachallengedenergymarketextremetionEmbeddingsustainabilityatthecoreofbusinessstrategyandcommunicatingthevalueradicaldecarbonisationishavingnotonlyontheoperation,butit’speopletoo,encourageshugepositiveassociationwithbrands.Ithelpsattractandretainbothemployees,channelpartnersandconsumers.InwebeganPlanetMarkasatrulyeffective,people-drivensustainabilitycertificationhelpingorganisations,ofanysize,tomeasurewhatmattersandtodevisepracticalpathwaystopositivechangewhileincreasingbusinessvalue.10yearson,ourcorepurposeremainsthesame,butmore.Continuedfocusonscope3withinanetzeropathwayshinesalightonhowallorganisationsexistwithinacommercialecosystemthatisascomplexandsynergisticasthenaturalone.NoorganisationcanachieveNetZeroalone,wehavetoworktogether,toengageandtocommunicateourjourneytothosearoundus.Thisincludesourcustomerandprospects,whoseperceptionofourbrandsandpropensitytobuyfromus,feedsourorganisationalgrowthandmarketperformance.Whilecashremainsking,branddrivershavechanged,andsustainabilityisnowacorepriorityforconsumers.Thosebrandsthatstayaheadofthecurveandmovewiththetimeswillbeabletoleveragetheircredentialsforcommercialgain.Thosealreadyonapathwaytonetzerowillalreadybereapinghugerewardsthroughcommercialresilience,future-proofingtheirbusinessandaddingtangiblefinancialvaluetotheirbalancesheetsasdemonstratedinthisreport.Thetimetoactisnowforthefutureoftheplanet,andforthefutureofyourbusiness.BrandFinanceSustainabilityPerceptionsIndex2023/sustainability6MethodologyMethodology.$ySustainabilityPerceptionsIndex$ValuingtheproportionofBrandValuethatisattributabletoSustainabilityperceptions©BrandFinancePlc2023%o=Thestartingpointofthesustainabilityperceptionsvalueisbrandvalue.Thefullbrandvaluationmethodologyiscoveredlaterinthisreport.Whenwetalkabout‘brand’wethereforemeanmorethanjustalogo.Itisthefocalpointforallaccumulatedperceptionsaboutabusiness.Anycharacteristicofaproductorservicethatcannotbedirectlyexperiencedortestedbythecustomeratthepointofpurchaseisevaluatedthroughthebrand.Abusiness’commitmenttosustainabilityisonesuchcharacteristic.Whilsttherearedozensofreportingframeworksanddatasourcesprovidingsomelevelofinformationonsustainabilityperformance,thesetypicallyonlyprovidepartialinformation,andareusuallynoteasilyfoundorevaluatedbymoststakeholders,includingemployeesandcustomers.rtherthesheerproliferationofsuchschemescancreateuncertaintyaroundtherelativeimportanceoftheinformationtheyprovide.Thebrandthereforeremainsanessentialtoolintheevaluationofsustainabilitybymoststakeholders.Theperceptionsthatthesestakeholders(betheyemployees,customers,investorsetc)holdareexpressedthroughemploymentdecisions,purchasehabits,orinvestmentdecisionsetc.Thesedecisionshavecleareconomicimplications,whichbrandvaluationseekstoquantify.Therearemanyfeaturesboundupwithbrand,thesecouldbeareputationforbeinggoodvalueformoney,forreliability,forinnovation,customerserviceandsupport,oreasytouse.Commitmenttosustainabilityisjustoneofthesecharacteristics.Therefore,thenextstepinderivingthesustainabilityperceptionsvalueistoevaluatetherolethatsustainabilityplaysindrivingthechoice.Wedothisusingananalyticaltechniqueknownasbranddrivers’analysis.Thestartingpointisourannual,flagshipmarketresearchexercise,theGlobalBrandityMonitorWeresearchtheattitudesofover100,000membersofthegeneralpublicfromover36countriesaboutover4,000brands.Respondentsareaskedawiderangeofquestions,includingmarketingfunnelquestionsaboutawareness,familiarityandconsideration.Theyarealsoaskedwhethertheyassociatealistofattributes(suchasvalueformoney,reliabilityetc)withabrand.Sustainabilityisincludedinthislist.Sustainabilityisofcoursenotamonolith.Tocapturesomeofthenuanceandvaryingthemeswithinsustainability(whilstmaintainingamanageableanalysis),wehavesubdividedsustainabilityusingthe‘ESG’framework,i.e.‘Environment’,‘Social’andBrandFinanceSustainabilityPerceptionsIndex2023/sustainability8%5%3%y%5%3%‘Governance’,byaskingrespondentsthefollowingthreeattributequestions.•IsBRANDXcommittedtoprotectingthenaturalironmentIsBRANDXprofessionallyethicallyandresponsiblyaged•IsBRANDXcommittedtosupportingcommunities&widersociety?Driversanalysisinvolvesrunningmultiplecorrelationanalysesbetweentheconsiderationofusageofabrand,andthevariousbrandattributestodeterminehowmuchexplanatoryvalueeachattributehas.Insimpleterms,theresultsofthesecorrelationanalysesarelayeredontopofoneanotherindifferentcombinationstodeterminetheirrelativeroleindrivingconsumerconsideration.Theoutputisapercentagefigureforeachattributethatcanbeinterpretedasitscontributiontorevenue,andthereforetobrandvalue.Wehaveconductedbranddriversanalysisatthesectorlevel.Asmightbeexpected,thereisconsiderablevariationbetweensectors,witharangeof2.8%forengineeringandconstruction,to22.9%forluxuryauto.ThefinalstageoftheprocessinvolvesdeterminingabrandspecificSustainabilityPerceptionsScore.Todothisweaskthefollowingquestion:How‘sustainable’isBRANDXinyouropinion,intermsofitsactionstoprotecttheenvironmentandinsupportingcommunitiesandwidersociety?orealwithGenuinelyofferssomethingrentExcellentwebsite&appseatcustomerservicegietytheircustomersfirstvalueformoneyOpenandhonestGoodrangeofproductstochoosefromtingtheidelyavailabledernytheseRoleofSustainabilityinDrivingConsideration(HouseholdProductSector)10%©BrandFinancePlc2023BrandFinanceSustainabilityPerceptionsIndex2023/sustainability9$$oValuingtheproportionofBrandValuethatisattributabletoSustainabilityperceptions©BrandFinancePlc2023%%4.20/3.99=$3,915mRespondentsareaskedtoselectoneoffiveoptions,whichhaveanassociatedallocationofpoints:‘Aleaderinsustainability’(10),‘takingsignificantactions’(5),‘makingsomeeffortbutcoulddomore’(2),‘makingverylimitedefforts’(1),‘makingnorealefforttobeasustainablebusiness’(0).Themeanofthesescoresisthentakentocreateanationallevelsustainabilityperceptionsscoreoutofapossiblemaximumof10.Nationallevelscoresarethencombinedonarevenueweightedbasistocreatetheoverallsustainabilityperceptionsscore.Takeninisolation,thesescorescanbeinterpretedashowsustainableconsumersperceivebrandstobe,andarethemostdirectKPIforlongtermmanagementofsustainabilityperceptions.Thesescoresalsofeedintothevaluecalculation.Thedegreetowhichabrand’sscorediffersfromthemedianforthesectorisusedtomoderatethesectordriverscore.Forexampleabrandwithasustainabilityperceptionsscoreof6andamedianforthesectorof5,wouldhaveamoderatingfactorof1.2appliedtothesustainabilitydriverforthatsector.Finally,thebrand-specificmoderatingfactor,thesustainabilitydriverforthesectorandthebrand’svaluearecombinedtoarriveatthesustainabilityperceptionsvalue.BrandFinanceSustainabilityPerceptionsIndex2023/sustainability10RResearchAnalysis.ResearchAnalysis.BrandFinanceSustainabilityPerceptionsIndex2023/sustainability12LargestSustainabilityPerceptionsValue售Sbn4.402售Sbn5.433售Sbn4.50©BrandFinancePlc20234售Sbn4.745售n4.286令n6.277今n4.448令n4.559令n5.64今n4.74Amazonhasthehighestsustainabilityperceptionsvalueofanybrand,US$19.9billion.Thismaycomeasasurprisetosome.Likemanyoftheworld’stopbrands,Amazonhasahugescopeforimpactduetothesheerscaleofitsoperations.Ithasbeenthefocusofregularcriticismaboutissuesasdiverseaslabourconditions,emissionsassociatedwithitssupplychains,andthepollutingeffectsofpackaging.ItisimportanttoreiteratethatAmazon’spositionatthetopofthetableisnotanassessmentofitsoverallsustainabilityperformance.Instead,wearefocussedonperception.RegardlessofAmazon’strackrecord,itisclearthatconsumersaroundtheworldhaveconfidencethatAmazonisminimisingitsnegativeimpacts,oratleastiscommittedenoughforthemtocontinuetouseitsservices.Thisshouldbynomeansbeseenasacauseforcomplacencyhowever.Thedriverscorefortheretailsectoris6.1%,demonstratingamaterialroleforsustainabilityindrivingchoice.Amazon’s$19.9billionofvalueisreliantonmaintainingitsreputationfor(acertainlevelof)sustainability.Consumerexpectationsmaychangeinresponsetoexposes,enhancedreportingrequirements,education,andmediacoverage.IfAmazonfailstokeeppacethroughaprecautionaryapproachtoimprovingitssustainabilityperformance,andtocommunicateclearlyandhonestlyaboutitsprogress,thosebillionsofdollarsofvaluecouldbeatrisk.isasomewhatmoreexpectedstrongperformerTeslaisnotonlyavaluablebranddrivenbyhighrevenueforecasts,butitisalsowellknownasapioneeroftheelectricvehiclesandbatterytechnologythatareaidingthetransitiontoalowercarboneconomy.Thisimagehasclearlycarriedacrossintotheperceptionsheldbyglobalconsumers.Teslahasthehighestsustainabilitydriverscoreofanybrand,at26.9%,resultinginasustainabilityperceptionsvalueofUS$17.8billion.TheLuxuryAutossectoraccountedforanumberofbrandsthatperformedextremelywellintermsofsustainabilityperception,suchasPorscheandTheresearchhasrevealedtheimportantroleofsustainabilityperceptionindrivingchoiceamongstconsumersinthesector,reflectedthroughanaveragedriverscoreof22.9%.utation theAfterluxuryauto,thereisanotabledipindriverscores,butothersectorsinwhichsustainabilityplaysapowerfulrolearesoftdrinks(13.7%),supermarkets(12.6%),media(10.1%)andcosmetics(10%).Forsoftdrinksandsupermarkets,thepotentialimpactoftheproductsinquestionisalotmoretangibleforconsumersthaninmanysectors,beitplasticpollution,deforestation,orfoodmiles.Incosmetics,manybrandshavefordecadesfocusedmarketingcommunicationsonthe‘natural’qualitiesoftheirproductsandavoidanceofanimaltesting.Thereisalsovariationintherolesofthesub-elementsofsustainability,i.e.environmental,social,andgovernanceconcerns.TheHouseholdProductsandMediasectorshavesimilaroveralldriverscoresforsustainability(10%),howeverthisiswherethesimilarityends.RoleofSustainabilityinDrivingConsiderationbySector©BrandFinancePlc2023510152025.1%.1%BrandFinanceSustainabilityPerceptionsIndex2023/sustainability13BrandFinanceSustainabilityPerceptionsIndex2023/sustainability14©BrandFinancePlc20230©BrandFinancePlc20230Forhouseholdproducts,acommitmenttoprotectingthenaturalenvironmentisthestrongestdriver,at4.3%.Itsgovernanceandsocialdriverscoresare3.2%andelyThepotentialenvironmentalimpactofhouseholdgoodsviachemicalrunoff,plasticwasteandtransportemissions,thatareofincreasingconcerntoconsumershelptoexplainthis.Incontrastinthemediasector,theenvironmentisofrelativelylimitedconcern(2.3%),whilethegovernanceandsocialdrivershaveamorepowerfulrole.Concernovermediabias,politicalinfluenceandfakenewscouldbehelpingtodrivethis.Aspartoftheanalysis,weevaluatehowsustainableeachbrandisperceivedtobe,allocatingaisolationtheimpactofrevenuesisremovedtoseewhichbrandsconsumersthinkarethemostcommittedPatagoniaperformedwellacrossawiderangeofmarkets.LushandTheBodyShopscoredveryhighlysRocherandtyrebrandMichelinstoodout,whileBraziliancosmeticsgiantNaturascoredhighlyinitshomemarket.Furtheranalysisofsustainabilityperceptionscanbefoundinthefollowingarticle.RelativeImportanceofEnvironment,SocialandGovernancesustainabilitydrivers•HouseholdProducts•MediayySGSSustainabilityPerceptionsScores.Tesla,bestknownforitsmanufacturingofelectricvehicles,receivedstrongsustainabilityperceptionsscoresacrosstheboardinBrandFinance’sresearch.arketandanincreasinglyimportantplayerinsolarpowerandbatteryproduction.Itdefinesitsmissionasto‘acceleratetheworld’snsitiontosustainableenergyTesla’scommitmenttosustainabilityistwofold.Firstly,itproducesproductsandservices,suchaselectricvehicles,thatreplacelesssustainabletraditionalalternatives.In2021itsoldcloseto1millionelectricvehiclesSecondlyitproducessolarpanelsTeslaclaimsthesehavegeneratedmoreelectricitythanhasbeenconsumedbyitsvehiclesandfactoriesbetweenTeslacontinuestoseesuccessinitsmarketsandcontributessignificantlytotheinnovationandadvancementofthecapabilitiesofelectricvehicles,sustainableenergysources,andsustainabletechnology.Despitehavingsustainabilityascentraltoitsbrand,Tesla’scommunicationofitssustainabilityinitiativesisrelativelylimitedconsideringtheimpactthatithas.Thisispotentiallyduetoaworrythatthebrandistoodefinedbysustainability.However,BrandFinance’sresearchsuggeststhatthisworryisunwarranted,andinfact,havingastrongsustainabilityperceptionwillonlyincreaseconsumerchoice,particularlyintheluxuryautosector.LuxuryAutobrandsperformstronglySomewhatsurprisinglytheLuxuryAutossectoraccountedforanumberofbrandsthatperformedextremelywellintermsofsustainabilityperception.BrandFinance’sresearchhasrevealedtheimportantroleofsustainabilityperceptionindrivingchoiceamongstconsumersinthesector,reflectedthroughanaveragedriverscoreof22.9%.Thisislikelydowntothewidelydiscussednegativeimpactthatcarsandtheautoindustryhastraditionallyhadontheenvironmentbeingattheforefrontofconsumers’mindswhenmakingpurchases.Thisisparticularlythecaseamongstconsumersmakingdiscretionarypurchasesintheluxuryautomarket,andwhoarelessrestrainedbybudget.Ferrariforexample,performedparticularlywellinItalywithascoreof5.83.ThisispartlyduetoFerrari’sstronghome-grownloyaltyamongstconsumersinItaly.However,italsocomesfromitsclearlycommunicatedsustainabilitystrategy.Ferrariisenteringanimportantdecadeofdevelopmentinwhichsustainabilitywillbecentraltoitsstrategicdirection,pushingittowardscarbonneutralityby2030.Ithasalsolookedtodevelophybridandelectrictechnology,highlightedthroughitslaunchofthe296GTBplug-inhybridmodelin2021.BrandFinanceSustainabilityPerceptionsIndex2023/sustainability15BrandFinanceSustainabilityPerceptionsIndex2023/sustainability16ityPerceptionsScoresFerrari’scontinuedinvolvementinFormula1alsocontinuestoraiseitsbrandprofile.Itwasoneofonlythreeteamspraisedforitssustainabilityeffortsinthesport.ThishasallowedFerraritofurthercommunicateitsESGeffortstoconsumersandenhanceitsbrandperception.Otherluxuryautobrandsalsoscoredwell,forexample,PorscheandMercedes-Benzwhohavebothhaveincorporatedsustainabilityintothecoreoftheirbrandsstrategies.Mercedeshasalsotakenonestepfurthertowardsanall-electricfuturethroughitsdevelopmentofnext-generationhigh-performancebatterycellsandmodules,andtheannouncementoftheexpansionofrshipwithChinesebatteryproducerCATLSustainabilitydriveschoiceintheCosmeticssectorTheCosmeticssectoralsohadahighaveragedriverscoreof10%,highlightingtheimportanceofsustainabilityindrivingconsumerchoiceinthesector.Manybrandswithinthecosmeticssectorhavethemesrelatingtonature,theenvironment,andbodyimageattheheartoftheirbrandidentities.Thishassubsequentlyincreasedthewiderimportanceofsustainabilityindrivingchoiceamongstconsumerswithinthesector.TheBrazilianbrandNatura,forex