可持续发展观念对世界领先品牌价值的报告（英）2026

SustainabilityPerceptionsIndex 2026 The report on the value of sustainability perceptions to the world's leading brands AboutBrand Finance Bridging the gap between Brand Finance was set up in 1996with the aim of 'bridging the gap betweenmarketing and finance'. For 30 years, we Quantifying the We put thousands of the world’s biggestbrands to the test every year. Rankingbrands across all sectors and countries, Unique combination The world'sleading brandvaluation Our teams have experienceacross a wide range of disciplinesfrom marketing and market research, Priding ourselves Brand Finance, a chartered accountancyfirm regulated by the Institute of CharteredAccountants in England and Wales, is thefirst brand valuation consultancy to join theInternational Valuation Standards Council. For business enquiries, please contact:enquiries@brandfinance.com For media enquiries, please contact:press@brandfinance.com +44 207 389 9400www.brandfinance.com Contents ForewordRobert Haigh, Strategy & Sustainability Director, Brand Finance Views from the IAA Research Insights Sustainability as a Driver of ChoiceSustainability Perceptions ScoresAcross Countries Takeaways from Davos 2026 Case Study: The Ocean Cleanup Our Services © 2026 All rights reserved. Brand Finance Plc. Strongsustainabilityperceptions amidst +GoogleovertakesAppleto top all brands with thehighest Sustainability Perceptions Value of $41.9 bn +Apple has the largest Gap Value at $2.6 bn, representingsignificant brand value that could be unlocked through +Tesla’s green reputation continues to crash as itsperceptions and sustainability-driven brand value +Patagonia,Lush,Alnatura,Michelin, andTata Groupare among sustainability perception leaders across US, UK, Germany, France and India Foreword Acting sustainably and being seen to do so is critical for brands, butsustainability is a multifaceted concept that can be challenging for businessleaders to navigate. Investors, CFOs, and CEOs are told by campaigners, NGOs,consultants, and sustainability teams that committing to sustainability is both The most effective way to determine the business case for sustainability actionis by articulating it in financial terms. The Sustainability Perceptions Index is a vitaltool helping business leaders to address this challenge. By quantifying the value Robert HaighStrategy &Sustainability Director, Our research shows that even for individual businesses, there could be millionsof dollars of financial value to be gained from enhanced action and associatedcommunication. Equally, millions could be at risk from insufficient action that leadsto accusations of greenwashing, or even misallocated or excessive investmentsin sustainability communication that does not cut through. 2026 is the fourth This study shows how critical it is for corporate strategistsand brand managers to understand how their firms are perceivedby a broad array of expert sustainability-oriented stakeholders. Bahar GidwaniCofounder and CTO,CSRHub Views from the IAA Brand Finance has partnered with the International Advertising Association (IAA)to launch the Sustainability Perceptions Index. The IAA is a global advertising trade As sustainability faces growing scrutiny and polarization,brands must move beyond promises and toward measurableimpact. Trust remains the foundation of brand equity and it is In 2026, sustainability leadership will belong to brands thatintegrate ESG into their core strategy, empower communities,protect nature, and communicate progress with clarity and courage. Fabiana SchaefferVP of SustainabilityIAA Global; Presidentof IAA Brazil and CEO & Geopolitical pressure is creating a sustainability earthquakefor brands, not least the short-sighted retreat we’re seeing from But brand equity isn’t built in hiding. In nearly two decades in thisspace, one thing has remained constant: consistency wins.In turbulent times, you don’t go silent - you go steady. Thomas KolsterMr. Goodvertisingand Co-Chair of GlobalSustainability Coucil,IAA Global ResearchInsights Sustainabilityas a Driver of Choice auto, cosmetics, apparel champagne, and spirits.22% of variation in choice in luxury auto is explainedby sustainability, more than twice the share for thebroader auto sector (10%). We see a similar pattern incosmetics – sustainability is 50% more important as Sustainability continues to be a contentious theme forbrands to manage in 2026. Perceptions are increasinglyaffected by divergent views in the political climate, For the second year, our research indicates acontinued reduction in the role of sustainability indriving consumer choice, though less prominent than2025. Of 48 industry sectors, 24 saw the influence of Why such a strong role for sustainability at the premiumend of markets? A brand’s sustainability commitmentsmay imply a slight cost increase that necessitates morepremium positioning. Premium-segment consumersalso have less price sensitivity, allowing them t