2023-03-12-Brand_Finance-2023年可持续发展认知指数_54页_34mb

Sustainability Perceptions Index Summary

Core Content

The Sustainability Perceptions Index 2023 is an inaugural report by Brand Finance in collaboration with the International Advertising Association (IAA). It evaluates the financial value of sustainability perceptions for the world's leading brands and highlights the growing importance of sustainability in consumer decision-making and brand valuation.

Main Purpose

The report aims to quantify the financial value of sustainability perceptions, making it easier for businesses to understand how sustainability impacts their brand's value. It also serves as a tool to encourage brands to align with the UN Sustainable Development Goals (SDGs) and the UN Global Compact.

Key Findings

• Sustainability perceptions are increasingly influential in shaping consumer behavior and brand value.
• Brands that are perceived as sustainable can gain significant financial value, while those that fail to meet expectations risk accusations of greenwashing and financial loss.
• Sustainability is not just an environmental concern but also includes social and governance aspects.
• The Sustainability Perceptions Value is calculated by combining the Brand Value, Sustainability Driver %, and Sustainability Perceptions Score.

Methodology Overview

• Brand Value is calculated in accordance with ISO 10668.
• Sustainability Driver % is derived from drivers analysis, which determines the importance of sustainability within a sector.
• Sustainability Perceptions Score is calculated using Brand Finance's Global Brand Equity Monitor (GBEM) data.
• The Sustainability Perceptions Value is the proportion of Brand Value that is attributable to sustainability perceptions.

Sector Analysis

• Luxury Auto brands, such as Tesla, Porsche, and Mercedes-Benz, score the highest in terms of sustainability driver percentage.
• Tesla leads with a Sustainability Driver % of 26.9%, the highest among all brands, and has a Sustainability Perceptions Value of US$17.8 billion.
• Amazon holds the highest Sustainability Perceptions Value of US$19.9 billion, despite facing criticism over environmental and social issues.
• Natura, a Brazilian cosmetics brand, performs exceptionally well in its home market with a score of 6.25, demonstrating strong consumer trust in its sustainability efforts.

Main Viewpoints

• Sustainability is a key driver of brand value and consumer choice.
• Greenwashing poses a significant risk to brand value, as consumers are becoming more aware and critical of sustainability claims.
• Transparency and communication are crucial for brands to maintain and enhance their sustainability perceptions.
• Regulatory and consumer expectations are shifting, and brands must adapt to remain competitive and relevant.

Key Information

• Brand Finance and IAA have developed the Sustainability Perceptions Index, the first consumer-centric index to measure sustainability perception of global brands.
• The report emphasizes the financial implications of sustainability, showing that even for individual brands, there can be billions of dollars at stake.
• Sustainability is a multifaceted concept, encompassing environmental, social, and governance (ESG) aspects.
• Consumer perception is a critical factor in brand valuation and business success.
• The Sustainability Perceptions Value is a tool to help brands understand the financial impact of their sustainability efforts and align with global sustainability goals.

Conclusion

The Sustainability Perceptions Index provides a framework for brands to assess the financial value of their sustainability efforts and understand how they are perceived by consumers. It highlights the increasing importance of sustainability in the global marketplace and the need for transparent communication and genuine action to maintain and enhance brand value.