品牌价值-可持续发展差距指数：洗绿与绿湖行（英）-2023.6-34页_20mb

Report Overview

This inaugural report by Brand Finance explores the conflict between sustainability perceptions and performance through its Sustainability Gap Index. Greenwashing, which involves misleading claims about sustainability, contrasts with greenhushing, where brands avoid discussing sustainability due to fear of accusations. The report highlights that sustainability is a key driver of brand value, with significant financial implications if perceptions or performance is misaligned.

Methodology

The index uses data from the Global Brand Equity Monitor, measuring sustainability perceptions via ESG attributes (Environment, Social, Governance), and compares it with_CSRHub performance data to identify gaps. The Sustainability Perceptions Value represents the brand value attributable to sustainability, while the Gap Value shows whether performance exceeds (opportunity) or lags (risk) perceptions.

Key Findings

• Leaders like Amazon ($19.9 billion sustainability perceptions value) benefit from consumer trust, but risks exist due to changing expectations.
• Tesla demonstrates high perception value (26.9% of brand value), but faces performance risks ($4.16 billion value at risk) due to weaknesses in governance.
• Microsoft and Walmart have large positive gaps, indicating opportunities for enhanced communication to capture value.
• For each sector, sustainability varies: luxury autos and soft drinks show strong roles in driving consumer choice, while household products emphasize environmental factors, and media focuses on governance/social issues.

IAA Expert Insights

• Greenwashing erodes consumer trust and risks collapsing the green market, urging honesty and transparency.
• Effective sustainability requires simple, authentic communication and community involvement to build believable brand equity.
• Call for smarter regulations to protect consumers and allow businesses to thrive while promoting sustainable practices globally.

Opportunities and Risks

Brands with performance exceeding perception can gain value through better communication, while those with perception outpacing performance face immediate value risk, such as with Tesla. Aligning actions and transparent dialogue can mitigate risks and enhance long-term performance.

Additional Services

Brand Finance offers services like brand valuation, strategic consulting, and research to help businesses analyze sustainability impacts and improve brand value.