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SustainabilityPerceptions 2023 The inaugural report on the value of sustainability perceptions to the Contents. About Brand Finance3Get in Touch3Foreword4The IAA – A Global Compass for Sustainability5Dagmara Szulce, Managing Director, IAA GlobalPlanet Mark – Embedding Sustainability and NetZero at the Core of Business Strategy6Steve Malkin, CEO and Founder, Planet MarkMethodology7Research Analysis12Sustainability Perceptions Scores16Insights21Sustainability Reporting22 About Brand Finance. Brand Finance is the world's leading brand We bridge the gap between marketing and finance Brand Finance was set up in 1996 with the aim of 'bridgingthe gap between marketing and finance'. For 25 years, wehave helped companies and organisations of all types to We put 5,000 of the world’s biggest brands to the testevery year. Ranking brands across all sectors and We offer a unique combination of expertise Our teams have experience across a wide range ofdisciplines from marketing and market research, to We pride ourselves on technical credibility Brand Finance is a chartered accountancy firm regulatedby the Institute of Chartered Accountants in England andWales, and the first brand valuation consultancy to join Our experts helped craft the internationally recognisedstandards on Brand Valuation – ISO 10668 and BrandEvaluation – ISO 20671. Our methodology has beencertified by global independent auditors – Austrian Get in Touch. For business enquiries, please contact:Robert HaighManaging Directorr.haigh@brandfinance.com linkedin.com/company/brand-finance twitter.com/brandfinance For media enquiries, please contact:Michael JosemAssociate Communications Directorm.josem@brandfinance.com facebook.com/brandfinance Brand Finance Sustainability Perceptions Index 2023For all other enquiries:enquiries@brandfinance.com+44 207 389 9400www.brandfinance.com Foreword. Acting sustainably and being seen to do so is imperative for brands, butsustainability is a multifaceted concept that can be hard for business leaders to Investors, CFOs and CEOs are told by campaigners, NGOs, consultants andsustainability teams that committing to sustainability is both the right thing to do anda business imperative. There are indeed many opportunities, whether in supplying However, without articulating the case in financial terms it can be hard to determinethe business case for action. The Sustainability Perceptions Index is intended to bethe first step to addressing this challenge. By quantifying the value of sustainability Robert HaighStrategy &Sustainability Director, Our research shows that even for individual businesses, there could be billionsof dollars of financial value to be gained from enhanced action and associated Equally, there can be billions at risk from insufficient action that leads to accusationsof greenwashing, or even misallocated or excessive investments in sustainability We hope this report is a useful first step in understanding the financial role ofsustainability perceptions to your business (or the business leaders that you aretrying to persuade). If you would like to continue the conversation, please get in We work with CEOs, strategists, recruitment teams, CFOs, Sustainability Officers,and of course marketers, to help answer a range of pressing questions, including: • How sustainable is your businesses perceived to be?• How do you compare vs competitors?• How important is sustainability in driving consumer choice?• How important is sustainability when recruiting staff, or securing investment?• What is the potential value of enhancing sustainability perceptions?• Is your brand recognized for its sustainability leadership?• Do your brand’s actions live up to its claims? Could value be at risk?• What are the ‘sustainable consumer’ segments and how do we target them?• Which sustainability issues and themes are most relevant?• Which NGOs / causes should I align my brand with? If you have been wrestling with any of these questions, we look forward to helpingyou solve them! The IAA –A Global Compass for Sustainability. With the digital revolution continuing to open new channels and new consumermarkets around the world, CEOs, CMOs, and CFOs who understand the tangibleand intangible assets contributing to the creation of brand value can have a However, many marketing and financial teams struggle to connect these dots and,as a result, underestimate the significance of their brands to business. The latest economic crisis triggered by the COVID-19 pandemic has had a profoundimpact on changing consumers’ perceptions towards brands. Sustainability is Dagmara SzulceManaging Director, Expectations have shifted from “do no harm” to “must create positive impact”. Ifbrands do not push to transform their business into a sustainable one, they, morethan ever, risk their bottom line. For many consumers, purchasing a product now International Advertising Association is the only global association that represents allsp