Brand+Finance：2023年可持续发展认知指数

SustainabilityPerceptionsIndex2023Theinauguralreportonthevalueofsustainabilityperceptionstotheworld'sleadingbrandsJanuary2023Contents.About

Brand

FinanceGetin

Touch33Foreword45The

IAA

–AGlobal

Compass

for

SustainabilityDagmaraSzulce,ManagingDirector,

IAAGlobalPlanet

Mark

–Embedding

Sustainability

and

NetZero

at

the

Core

of

Business

Strategy6SteveMalkin,CEOandFounder,

PlanetMarkMethodology71216Research

AnalysisSustainability

Perceptions

ScoresInsights21SustainabilityReporting22Robert

Haigh,

Strategy

and

Sustainability

Director,

Brand

FinanceDeliveringonsustainabilitythroughcomprehensionandcommunity

26Sasan

Saeidi,

World

President&

Chairman,

IAATheParadox

ofGreenwashing28Hervé

de

Clerck,

VP

IAA

Global,

Sustainability

Council

ChairCreatinga

smarterregulatoryenvironmentthatprotectsconsumers,allowsbusinessestothrive,andhelpssavetheearthtoo30JeffreyA.

Greenbaum,

Chair,

IAA

Public

Policy

CouncilSustainability

Perceptions

Value

Ranking32Our

Services46BrandFinanceSustainabilityPerceptionsIndex20©2

32023Allrightsreserved.BrandFinancePlc./sustainability2AboutBrandFinance.BrandFinanceistheworld'sleadingbrandvaluationconsultancy.We

bridge

the

gap

between

marketing

and

financeBrandFinancewassetupin1996withtheaimof'bridgingthegapbetweenmarketingandfinance'.For

25years,wehavehelpedcompaniesandorganisationsofalltypestoconnecttheirbrandstothebottomline.We

quantifythefinancialvalueofbrandsWe

put5,000oftheworld’sbiggestbrandstothetesteveryyear.

Rankingbrandsacrossallsectorsandcountries,wepublishnearly100reportsannually.We

offerauniquecombinationofexpertiseOurteamshaveexperienceacrossa

widerangeofdisciplinesfrommarketingandmarketresearch,tobrandstrategyandvisualidentity,

totaxandaccounting.We

prideourselvesontechnicalcredibilityBrand

Finance

is

a

chartered

accountancy

firm

regulatedbytheInstituteofCharteredAccountantsinEnglandandWales,

andthefirstbrandvaluationconsultancytojointheInternationalValuation

StandardsCouncil.OurexpertshelpedcrafttheinternationallyrecognisedstandardsonBrandValuation–ISO10668andBrandEvaluation–ISO20671.Ourmethodologyhasbeencertifiedbyglobalindependentauditors–AustrianStandards–ascompliantwithboth,andreceivedtheofficialapprovaloftheMarketingAccountabilityStandardsBoard.Get

inTouch.For

business

enquiries,

please

contact:Robert

HaighManagingDirector/company/brand-financer.haigh@/brandfinance/brandfinance/brandfinanceFor

media

enquiries,

please

contact:Michael

JosemAssociate

CommunicationsDirectorm.josem@Forallother

enquiries:enquiries@+44

207

389

9400BrandFinanceSustainabilityPerceptionsIndex2023/sustainability3Foreword.Actingsustainablyandbeingseentodosoisimperativeforbrands,butsustainabilityisamultifacetedconceptthatcanbehardforbusinessleaderstonavigate.Investors,CFOsandCEOsaretoldbycampaigners,NGOs,consultantsandsustainabilityteamsthatcommittingtosustainabilityisboththerightthingtodoandabusinessimperative.Thereareindeedmanyopportunities,whetherinsupplyingtheproductsandservicesthatfacilitatethetransitiontoagreeneconomy,

orsimplybydifferentiatingyourbrandasasustainablealternative.However,

withoutarticulatingthecaseinfinancialtermsitcanbehardtodeterminethebusinesscaseforaction.TheSustainabilityPerceptionsIndexisintendedtobethefirststeptoaddressingthischallenge.Byquantifyingthevalueofsustainabilityperceptions,wehopetomakethevalueofactiononsustainabilitymoretangible.RobertHaighStrategy&SustainabilityDirector,BrandFinanceOurresearchshowsthatevenforindividualbusinesses,therecouldbebillionsofdollarsoffinancialvaluetobegainedfromenhancedactionandassociatedcommunication.Equally,

therecanbebillionsatriskfrominsufficientactionthatleadstoaccusationsofgreenwashing,orevenmisallocatedorexcessiveinvestmentsinsustainabilitycommunicationthatdoesnotcutthrough.We

hopethisreportisausefulfirststepinunderstandingthefinancialroleofsustainabilityperceptionstoyourbusiness(orthebusinessleadersthatyouaretryingtopersuade).Ifyouwouldliketocontinuetheconversation,pleasegetintouch.We

havedevelopedanextensiveprogramofresearchandafullsuiteofservicesintendedtodeliveractionableinsightforourclients.We

workwithCEOs,strategists,recruitmentteams,CFOs,SustainabilityOfficers,andofcoursemarketers,tohelpanswerarangeofpressingquestions,including:•

Howsustainableisyourbusinessesperceivedtobe?•

Howdoyoucomparevscompetitors?•

Howimportantissustainabilityindrivingconsumerchoice?•

Howimportantissustainabilitywhenrecruitingstaff,orsecuringinvestment?•

Whatisthepotentialvalueofenhancingsustainabilityperceptions?•

Isyourbrandrecognizedforitssustainabilityleadership?•

Doyourbrand’sactionsliveuptoitsclaims?Couldvaluebeatrisk?•

Whatarethe‘sustainableconsumer’segmentsandhowdowetargetthem?•

Whichsustainabilityissuesandthemesaremostrelevant?•

WhichNGOs/causesshouldIalignmybrandwith?•

HowdoIchampioncorporateactiononsustainability?•

HowdoImaximizefundingformycause?Ifyouhavebeenwrestlingwithanyofthesequestions,welookforwardtohelpingyousolvethem!BrandFinanceGlobal5002023/global4TheIAA–AGlobalCompassforSustainability.Withthedigitalrevolutioncontinuingtoopennewchannelsandnewconsumermarketsaroundtheworld,CEOs,CMOs,andCFOswhounderstandthetangibleandintangibleassetscontributingtothecreationofbrandvaluecanhaveasignificantbusinessandeconomicadvantage.However,

manymarketingandfinancialteamsstruggletoconnectthesedotsand,asaresult,underestimatethesignificanceoftheirbrandstobusiness.ThelatesteconomiccrisistriggeredbytheCOVID-19pandemichashadaprofoundimpactonchangingconsumers’perceptionstowardsbrands.Sustainabilityisincreasinglyapriorityforconsumerswhenpurchasingbrandsand,asaresult,sustainabilityperceptionshaveanincreasedimpactonbrandvaluation.DagmaraSzulceManagingDirector,IAAGlobalExpectationshaveshiftedfrom“donoharm”to“mustcreatepositiveimpact”.Ifbrandsdonotpushtotransformtheirbusinessintoasustainableone,they,

morethanever,

risktheirbottomline.For

manyconsumers,purchasingaproductnowrequiresanalignmentonethicalgrounds.InternationalAdvertisingAssociationistheonlyglobalassociationthatrepresentsallspheresofthemarketingandmarketingcommunicationsindustry.We

partnerwithleadingglobalconsultingfirmstoservethemarketingcommunicationsindustryastheglobalcompassintheever-evolvingmarketingcommunicationsworld.For

over80years,IAAhasplayedastrongroleinreportingthelatesttrendsintheindustrytoprovidevaluableinsightsforCMOstounderstand“WHAT’SCOMINGNEXT”.We’vepartneredwithBrandFinance,agloballeaderinbridgingthegapbetweenmarketingandfinance,toprovidetheindustry’sfirstconsumer-centricindexthatmeasuresconsumers’sustainabilityperceptionofthemostvaluableglobalbrands.TheBrandFinance/IAASustainabilityPerceptionsIndexisthefirstofitskind–arankingoftheworld’sbiggestbrandsbasedonthefinancialvalueoftheirsustainabilityperceptions,andwe’llbelaunchingitattheWorldEconomicForuminDavosinJanuary2023.We

seethisasanincrediblypotenttooltoincentivizeactionthatalignswiththeUNSDGsandwideraimsoftheUNGlobalCompact.Ourresearchshowsthattheworld’sbiggestbrands,whethertheyareseenassustainabilitychampionsornot,havehundredsofmillionsofdollars’worthofvaluecontingentonhowsustainabletheyareperceivedtobe.Byhighlightingthefinancialvaluethatiscontingentonsustainabilityperceptions,wehopetoharnessbusinesses’profitmotive,movingthempastthepointwheretheyseesustainabilityasa‘hygienefactor’,toapointofrapid,concertedaction.IAAbelievesthatinafragmentedandalwaysevolvingglobalmarketplace,themarketingcommunicationsindustrycouldbenefitfromaglobalperspectiveandaglobalframework.We

believetheworldwouldbeabetterplaceifweworktogetherasanindustrytoleveragebrandstohelpcreateamoresustainableworldforconsumers,communities,andfortheplanet.BrandFinanceSustainabilityPerceptionsIndex2023/sustainability5PlanetMark–EmbeddingSustainabilityandNetZeroattheCoreofBusinessStrategy.Theeventsofthepastfewyearshavehighlightedboththeresilienceandfragilityofourglobalenvironmental,socialandeconomicsystems.We’ve

experiencedaworldwidepandemic,supplychaindisruptions,a

challengedenergymarket,extremeweatherconditions,andmore.Theneedforbusinesstransformationandcollaborationhasneverbeenmorecriticalandatthistimeweareremindedthattheeconomicpillarofsustainabilityisjustasimportantandtheenvironmentalandsocialpillars.Embeddingsustainabilityatthecoreofbusinessstrategyandcommunicatingthevalueradicaldecarbonisationishavingnotonlyontheoperation,butit’speopletoo,encourageshugepositiveassociationwithbrands.Ithelpsattractandretainbothemployees,channelpartnersandconsumers.SteveMalkinCEOandFounderPlanetMarkIn2013,webeganPlanetMarkasatrulyeffective,people-drivensustainabilitycertificationhelpingorganisations,ofanysize,tomeasurewhatmattersandtodevisepracticalpathwaystopositivechangewhileincreasingbusinessvalue.10yearson,ourcorepurposeremainsthesame,butmore.Continuedfocusonscope3withinanetzeropathwayshinesalightonhowallorganisationsexistwithinacommercialecosystemthatisascomplexandsynergisticasthenaturalone.NoorganisationcanachieveNetZeroalone,wehavetoworktogether,

toengageandtocommunicateourjourneytothosearoundus.Thisincludesourcustomerandprospects,whoseperceptionofourbrandsandpropensitytobuyfromus,feedsourorganisationalgrowthandmarketperformance.Whilecashremainsking,branddrivershavechanged,andsustainabilityisnowacorepriorityforconsumers.Thosebrandsthatstayaheadofthecurveandmovewiththetimeswillbeabletoleveragetheircredentialsforcommercialgain.Thosealreadyonapathwaytonetzerowillalreadybereapinghugerewardsthroughcommercialresilience,future-proofingtheirbusinessandaddingtangiblefinancialvaluetotheirbalancesheetsasdemonstratedinthisreport.Thetimetoactisnowforthefutureoftheplanet,andforthefutureofyourbusiness.BrandFinanceSustainabilityPerceptionsIndex2023/sustainability6Methodology.Methodology

-

Sustainability

Perceptions

Index.Valuing

theproportionofBrandValue

thatisattributabletoSustainabilityperceptions©BrandFinancePlc2023SustainabilityDriver

(%)SustainabilityPerceptions

ScoreSustainabilityPerceptions

ValueGroup

Brand

ValueHigh

ImportanceXX=%Low

ImportanceBrand

Value

iscalculatedfor

thebrand

inaccordancewithISO10668.SustainabilityDriver

%is

derivedusingdriversanalysisto

determinetheimportance

ofsustainabilitywithinasector.The

SustainabilityPerceptions

Scoreiscalculatedusing

BrandFinance’s

latest

GlobalBrand

Equity

Monitordata.SustainabilityPerceptionsValue

Value

demonstratestheproportion

of

BrandValue

that

is

attributabletoSustainabilityperceptions.ISO10668Thestartingpointofthesustainabilityperceptionsvalueisbrandvalue.Thefullbrandvaluationmethodologyiscoveredlaterinthisreport.Whenwetalkabout‘brand’wethereforemeanmorethanjustalogo.Itisthefocalpointforallaccumulatedperceptionsaboutabusiness.Anycharacteristicofaproductorservicethatcannotbedirectlyexperiencedortestedbythecustomeratthepointofpurchaseisevaluatedthroughthebrand.Therearemanyfeaturesboundupwithbrand,thesecouldbeareputationforbeinggoodvalueformoney,forreliability,forinnovation,customerserviceandsupport,oreasytouse.Commitmenttosustainabilityisjustoneofthesecharacteristics.Therefore,thenextstepinderivingthesustainabilityperceptionsvalueistoevaluatetherolethatsustainabilityplaysindrivingthechoice.Abusiness’commitmenttosustainabilityisonesuchcharacteristic.Whilsttherearedozensofreportingframeworksanddatasourcesprovidingsomelevelofinformationonsustainabilityperformance,thesetypicallyonlyprovidepartialinformation,andareusuallynoteasilyfoundorevaluatedbymoststakeholders,includingemployeesandcustomers.We

dothisusingananalyticaltechniqueknownasbranddrivers’analysis.Thestartingpointisourannual,flagshipmarketresearchexercise,theGlobalBrandEquityMonitor.

We

researchtheattitudesofover100,000membersofthegeneralpublicfromover36countriesaboutover4,000brands.Further,

thesheerproliferationofsuchschemescancreateuncertaintyaroundtherelativeimportanceoftheinformationtheyprovide.Thebrandthereforeremainsanessentialtoolintheevaluationofsustainabilitybymoststakeholders.Respondentsareaskedawiderangeofquestions,includingmarketingfunnelquestionsaboutawareness,familiarityandconsideration.Theyarealsoaskedwhethertheyassociatealistofattributes(suchasvalueformoney,

reliabilityetc)withabrand.Sustainabilityisincludedinthislist.Theperceptionsthatthesestakeholders(betheyemployees,customers,investorsetc)holdareexpressedthroughemploymentdecisions,purchasehabits,orinvestmentdecisionsetc.Sustainabilityisofcoursenotamonolith.To

capturesomeofthenuanceandvaryingthemeswithinsustainability(whilstmaintainingamanageableanalysis),wehavesubdividedsustainabilityusingthe‘ESG’framework,i.e.‘Environment’,‘Social’andThesedecisionshavecleareconomicimplications,whichbrandvaluationseekstoquantify.BrandFinanceSustainabilityPerceptionsIndex2023/sustainability8Methodology

-

Sustainability

Perceptions

Index.‘Governance’,byaskingrespondentsthefollowingthreeattributequestions.SustainabilityDriver

(%)•IsBRANDXcommittedtoprotectingthenaturalenvironment?•IsBRANDXprofessionally,ethically,andresponsiblymanaged?The

SustainabilityDriver

%

is

thecombined

considerationdriver

%

score

of

thethreeESG

metricsin

theGBEMresearch,

showingtheimportance

of

Sustainabilitytoconsumers

in

thissector.•IsBRANDXcommittedtosupportingcommunities&widersociety?Question:

Which

of

these

statements,

if

any,

do

you

thinkapply

to

Brand

X?Driversanalysisinvolvesrunningmultiplecorrelationanalysesbetweentheconsiderationofusageofabrand,andthevariousbrandattributestodeterminehowmuchexplanatoryvalueeachattributehas.EasytodealwithGenuinelyofferssomethingdifferentInnovativeExcellentwebsite&appsGreatcustomerserviceCommitted

to

supportingcommunities

and

wider

societyPutstheircustomersfirstGreatvalueformoneyOpenandhonestInsimpleterms,theresultsofthesecorrelationanalysesarelayeredontopofoneanotherindifferentcombinationstodeterminetheirrelativeroleindrivingconsumerconsideration.Theoutputisapercentagefigureforeachattributethatcanbeinterpretedasitscontributiontorevenue,andthereforetobrandvalue.GoodrangeofproductstochoosefromWe

haveconductedbranddriversanalysisatthesectorlevel.Asmightbeexpected,thereisconsiderablevariationbetweensectors,witharangeof2.8%forengineeringandconstruction,to22.9%forluxuryauto.8.0%Insurance%Committed

to

protecting

thenatural

environmentWidelyavailableModernThefinalstageoftheprocessinvolvesdeterminingabrand-specific‘SustainabilityPerceptionsScore’.TrustworthyIs

professionally,

ethically,

andresponsibly

managedNoneoftheseTo

dothisweaskthefollowingquestion:How‘sustainable’isBRANDXinyouropinion,intermsofitsactionstoprotecttheenvironmentandinsupportingcommunitiesandwidersociety?RoleofSustainabilityinDrivingConsideration(HouseholdProductSector)©BrandFinancePlc2023Driver

(%)0%5%10%15%20%25%30%Great

valuefor

moneyTrustworthy27%17%Widely

availableSustainabilityCool11%10%8%Innovative7%Offers

somethingdifferentFun5%4%LuxuriousModern4%4%Open

and

honest3%BrandFinanceSustainabilityPerceptionsIndex2023/sustainability9Methodology

-

Sustainability

Perceptions

Index.Valuing

theproportionofBrandValue

thatisattributabletoSustainabilityperceptions©BrandFinancePlc2023SustainabilityDriver

(%)SustainabilityPerceptions

ScoreSustainabilityPerceptions

ValueBrand

Value%Utilities9.4%4.20/3.99Telecoms

8.7%XX=$3,915m$48,351mInsurance

8.0%Oil&Gas

8.0%Banking

6.8%BrandSustainabilityPerceptions

ScoreSector

Median

SustainabilityPerceptions

ScoreBrand

Value

iscalculatedfor

thebrand

inaccordancewithISO10668.SustainabilityDriver

%is

derivedusingdriversanalysisto

determine

theimportance

of

sustainabilitywithina

sector.The

SustainabilityPerceptions

Scoreiscalculatedusing

BrandFinance’s

latest

GlobalBrand

Equity

Monitor

data.SustainabilityPerceptionsValue

Value

demonstratestheproportion

of

BrandValue

that

is

attributabletoSustainabilityperceptions.ISO10668Respondentsareaskedtoselectoneoffiveoptions,arethemostdirectKPIforlongtermmanagementofwhichhaveanassociatedallocationofpoints:‘Aleader

sustainabilityperceptions.insustainability’(10),‘takingsignificantactions’(5),‘makingsomeeffortbutcoulddomore’(2),‘makingverylimitedefforts’(1),‘makingnorealefforttobeasustainablebusiness’(0).Themeanofthesescoresisthentakentocreateanationallevelsustainabilityperceptionsscoreoutofapossiblemaximumof10.Thesescoresalsofeedintothevaluecalculation.Thedegreetowhichabrand’sscorediffersfromthemedianforthesectorisusedtomoderatethesectordriverscore.For

exampleabrandwithasustainabilityperceptionsscoreof6andamedianforthesectorof5,wouldhaveamoderatingfactorof1.2appliedtothesustainabilitydriverforthatsector.Nationallevelscoresarethencombinedonarevenueweightedbasistocreatetheoverallsustainabilityperceptionsscore.Finally,

thebrand-specificmoderatingfactor,

thesustainabilitydriverforthesectorandthebrand’svaluearecombinedtoarriveatthesustainabilityTaken

inisolation,thesescorescanbeinterpretedashowsustainableconsumersperceivebrandstobe,and

perceptionsvalue.BrandFinanceSustainabilityPerceptionsIndex2023/sustainability

10ResearchAnalysis.ResearchAnalysis.LargestSustainabilityPerceptionsValue©BrandFinancePlc202312345US$19.9

bn4.40US$17.8

bn5.43US$14.7

bn4.50US$14.6

bn4.74US$9.0

bn4.28678910US$8.4

bn6.27US$8.1

bn4.44US$8.0

bn4.55US$7.4

bn5.64US$6.5

bn4.74Amazonhasthehighestsustainabilityperceptionsvalueofanybrand,US$19.9billion.Thismaycomeasasurprisetosome.Likemanyoftheworld’stopbrands,Amazonhasahugescopeforimpactduetothesheerscaleofitsoperations.Ithasbeenthefocusofregularcriticismaboutissuesasdiverseaslabourconditions,emissionsassociatedwithitssupplychains,andthepollutingeffectsofpackaging.sustainabilityperformance,andtocommunicateclearlyandhonestlyaboutitsprogress,thosebillionsofdollarsofvaluecouldbeatrisk.Tesla

isasomewhatmoreexpectedstrongperformer.Tesla

isnotonlyavaluablebranddrivenbyhighrevenueforecasts,butitisalsowellknownasapioneeroftheelectricvehiclesandbatterytechnologythatareaidingthetransitiontoalowercarboneconomy.

Thisimagehasclearlycarriedacrossintotheperceptionsheldbyglobalconsumers.Tesla

hasthehighestsustainabilitydriverscoreofanybrand,at26.9%,resultinginasustainabilityperceptionsvalueofUS$17.8billion.ItisimportanttoreiteratethatAmazon’spositionatthetopofthetableisnotanassessmentofitsoverallsustainabilityperformance.Instead,wearefocussedonperception.RegardlessofAmazon’strackrecord,itisclearthatconsumersaroundtheworldhaveconfidencethatAmazonisminimisingitsnegativeimpacts,oratleastiscommittedenoughforthemtocontinuetouseitsservices.TheLuxuryAutossectoraccountedforanumberofbrandsthatperformedextremelywellintermsofsustainabilityperception,suchasPorscheandMercedes-Benz.Theresearchhasrevealedtheimportantroleofsustainabilityperceptionindrivingchoiceamongstconsumersinthesector,

reflectedthroughanaveragedriverscoreof22.9%.Thisshouldbynomeansbeseenasacauseforcomplacencyhowever.

Thedriverscorefortheretailsectoris6.1%,demonstratingamaterialroleforsustainabilityindrivingchoice.Amazon’s$19.9billionofvalueisreliantonmaintainingitsreputationfor(acertainlevelof)sustainability.Itmightseemcounterintuitivethatbrandsassociatedwithhighfuelconsumptionaresoreliantona

reputationforsustainability.

However,

ourresearchhasfoundthatatthepremiumendofallsectors,sustainabilityplaysa

powerfulrole.Inluxuryauto,wherethepurchaseisConsumerexpectationsmaychangeinresponsetoexposes,enhancedreportingrequirements,education,andmediacoverage.IfAmazonfailstokeeppacethroughaprecautionaryapproachtoimprovingitsBrandFinanceSustainabilityPerceptionsIndex2023/sustainability

12Research

Analysis.discretionaryandthebrandispubliclyexpressed,theroleofsustainabilityisfurtherenhanced.Afterluxuryauto,thereisanotabledipindriverscores,butothersectorsinwhichsustainabilityplaysapowerfulrolearesoftdrinks(13.7%),supermarkets(12.6%),media(10.1%)andcosmetics(10%).For

softdrinksandsupermarkets,thepotentialimpactoftheproductsinquestionisalotmoretangibleforconsumersthaninmanysectors,beitplasticpollution,deforestation,orfoodmiles.Incosmetics,manybrandshavefordecadesfocusedmarketingcommunicationsonthe‘natural’qualitiesoftheirproductsandavoidanceofanimaltesting.Thereisalsovariationintherolesofthesub-elementsofsustainability,i.e.environmental,social,andgovernanceconcerns.TheHouseholdProductsandMediasectorshavesimilaroveralldriverscoresforsustainability(10%),howeverthisiswherethesimilarityends.RoleofSustainabilityinDrivingConsiderationbySector©BrandFinancePlc2023SustainabilityDriver

Score

(%)0510152025Luxury

AutomobilesSoft

Drinks22.9%13.7%SupermarketsCosmetics

&

Personal

CareHousehold

ProductsAutomobilesBeers12.6%10%10%9.4%9%Insurance8%8%Oil

&

GasBanking6.8%Apparel6.7%6.6%FoodAirlines6.2%5.2%4.8%4.7%RestaurantsLeisure&

TourismTechHealthcare

ServicesPharma3.1%3.1%2.8%Engineering

&

ConstructionBrandFinanceSustainabilityPerceptionsIndex2023/sustainability

13Research

Analysis.For

householdproducts,acommitmenttoprotectingthenaturalenvironmentisthestrongestdriver,

at4.3%.Itsgovernanceandsocialdriverscoresare3.2%and2.4%respectively.Thepotentialenvironmentalimpactofhouseholdgoodsviachemicalrunoff,plasticwasteandtransportemissions,thatareofincreasingconcerntoconsumershelptoexplainthis.Incontrastinthemediasector,theenvironmentisofrelativelylimitedconcern(2.3%),whilethegovernanceandsocialdrivershaveamorepowerfulrole.Concernovermediabias,politicalinfluenceandfakenewscouldbehelpingtodrivethis.Aspartoftheanalysis,weevaluatehowsustainableeachbrandisperceivedtobe,allocatinga‘SustainabilityPerceptionsScore’.Taken

inisolation,theimpactofrevenuesisremovedtoseewhichbrandsconsumersthinkarethemostcommittedtosustainability.Onthismeasure,Tesla,

IKEAandPatagoniaperformedwellacrossawiderangeofmarkets.LushandTheBodyShopscoredveryhighlyintheUK.InFrance,YvesRocherandtyrebrandMichelinstoodout,whileBraziliancosmeticsgiantNaturascoredhighlyinitshomemarket.Furtheranalysisofsustainabilityperceptionscanbefoundinthefollowingarticle.RelativeImportanceofEnvironment,SocialandGovernancesustainabilitydrivers5%••HouseholdProductsMedia4%3%2%1%0Commitedto

protectingthenatural

environmentCommitedto

supportingcommunities

and

wider

societyIs

professionally

ethicallyand

responsibly

managedESGBrandFinanceSustainabilityPerceptionsIndex2023/sustainability

14SustainabilityPerceptionsScores.Tesla,

bestknownforitsmanufacturingofelectricvehicles,receivedstrongsustainabilityperceptionsscoresacrosstheboardinBrandFinance’sresearch.Tesla

isaleaderintheEVmarket,andanincreasinglyimportantplayerinsolarpowerandbatteryproduction.Itdefinesitsmissionasto‘acceleratetheworld’stransitiontosustainableenergy’.LuxuryAutobrandsperformstronglySomewhatsurprisinglytheLuxuryAutossectoraccountedforanumberofbrandsthatperformedextremelywellintermsofsustainabilityperception.BrandFinance’sresearchhasrevealedtheimportantroleofsustainabilityperceptionindrivingchoiceamongstconsumersinthesector,

reflectedthroughanaveragedriverscoreof22.9%.Thisislikelydowntothewidelydiscussednegativeimpactthatcarsandtheautoindustryhastraditionallyhadontheenvironmentbeingattheforefrontofconsumers’mindswhenmakingpurchases