2023可持续发展感知指数--关于可持续性认知对世界领先品牌的价值的首次报告（英文）---Brand Finance.pdf

Sustainability Perceptions Index 2023 The inaugural report on the value of sustainability perceptions to the world s leading brands January 2023 Brand Finance Sustainability Perceptions Index 2023 brandirectory.com/sustainability 2 Contents. © 2023 All rights reserved. Brand Finance Plc. About Brand Finance 3 Get in Touch 3 Foreword 4 The IAA – A Global Compass for Sustainability 5 Dagmara Szulce, Managing Director, IAA Global Planet Mark – Embedding Sustainability and Net Zero at the Core of Business Strategy 6 Steve Malkin, CEO and Founder, Planet Mark Methodology 7 Research Analysis 12 Sustainability Perceptions Scores 16 Insights 21 Sustainability Reporting 22 Robert Haigh, Strategy and Sustainability Director, Brand Finance Delivering on sustainability through comprehension and community 26 Sasan Saeidi, World President the impacts on strategy; how climate related risks and opportunities are managed; and the performance measures and targets applied in managing these issues.” Many other countries such as New Zealand, Canada, Japan and France have introduced similar legislation. Malaysia is particularly notable for having made sustainability reporting a requirement for listed businesses since 2016. One of the most important pieces of sustainability reporting legislation however is the EU’s Corporate Sustainability Reporting Directive (CRSD), which was ratified on December 16th 2022 and comes into effect in January 2023. The CRSD is notable for both the range of businesses to which it will apply (any EU listed business with at least 50 employees and EUR 8 million in revenue is covered) and the range of topics covered, including climate change, pollution, water and marine resources, biodiversity and ecosystems, and resource use and circular economy; social topics including the business’ workforce, workers in the value chain, affected communities, consumers, end-users; and a governance theme relating to business conduct. EFRAG (the EU agency responsible for CSRD) has stated that it will work closely with the ISSB, as have the TCFD and GRI, to ensure that the ambition of a truly global set of standard can continue to be pursued. In March 2022, the ISSB published two draft standards on climate and general sustainability related disclosures and the formal versions of the standards (IFRS S1 and IFRS S2) are expected in 2023, so when the next edition of the Brand Finance Sustainability Index is issued, we can expect significant progress. Delivering on sustainability through comprehension and community. Brand Finance Sustainability Perceptions Index 2023 brandirectory.com/sustainability 25 Methodology - Sustainability Perceptions Index. Task Force on Climate Related Financial Disclosures Est. 2015 by the Financial Stability Board at request of G20 Finance Ministers and Central Bank Governors. Value Reporting Foundation Est. 2021 by SASB and IIRC to merge efforts internationally. Sustainability Accounting Standards Board Est. 2011 by Jean Rogers “to help businesses and investors develop a common language about the financial impacts of sustainability.“ International Integrated Reporting Council Est. 2010 in response to global financial crisis by GRI, the International Federation of Wales Accounting for Sustainability. Climate Disclosure Standards Board Est. 2007at World Economic Forum. International Sustainability Standards Board Est. 2021 by IFRS Foundation, formally consolidating CDSB and VRF. International Sustainability Standards Board Est. 2021 by IFRS Foundation, formally consolidating CDSB and VRF. Global Reporting Initiative Est. 1997 in Boston, MA, following public outcry after Exxon Valdez oil Spill. Carbon Disclosure Project Est. 2000 at 10 Downing Street as “first platform to leverage investor pressure to influence corporate disclosure on environmental impact. Influences Complements Source: AuditBoard.com Consolidates Brand Finance Sustainability Perceptions Index 2023 brandirectory.com/sustainability 26 Delivering on sustainability through comprehension and community. In the recent Cannes Lions 2022, there was a lot of focus on brands and sustainability. This included great content and dialogue on how brands and creativity can solve some of the dire climate, environmental, and ecological problems that we are experiencing today. It was also discussed how through genuine and sustained commitment brands can contribute towards the bill and pay their share to course correct and bring down the heat. P it is when brands and businesses avoid talking about sustainability targets or progress due to fear of accusations of Green-washing. So, one can only imagine the utter chaos that is ensuing in boardrooms over decisions pertaining to this topic. To do or not to do? From balancing profits, to protecting long-term brand value, investing in the long term, and the pressures of prioritizing Wall Street Vs high street. In the midst of all this, a lack of originality is surfacing. More than ever, we see and hear brands using similar claims or motives to showcase their intent and ambition to do good. In some cases, this is genuine intent, but for most, it’s a trend and a tick-box; a tactic Vs a long-term ambition to solve real-life challenges, and simply not believable. But beyond believability which is a major credibility issue for brands and businesses to overcome; research also shows and proves that because of the plethora of same for same messages that are being so widely used by every single brand, uniqueness to stand out and connect has also become almost non-existent. Consumers to a large extent do not understand the terms and lingo being used and overused. NetZero, Offsetting, Net Climate Negative; Carbon Neutral, Climate Positive, CO2Kge, Carbon Scoring, amongst many more. The basic construct of good communication essentially follows a linear model of comprehension to action. This means first understanding the message and then taking action or not, depending on the level of engagement. I can carefully say that most sustainability messages by our industry brands are not understood, or believed. If you actually test a lot of sustainability communication, you will find a big delta on comprehension and true engagement. Very simply, if the consumer can’t picture in their mind how you as a brand intend to make the world more sustainable, I think it’s fair to say that we have a job to do! In order for sustainability to become a true driver of your brand equity; in a believable, relatable, and convincing manner; it needs to be simple. It’s an act that needs to break down the walls of complexity formed around this topic. It needs to use simple human language to explain complex mechanics. And more importantly, it needs to involve the community. This last point is perhaps the most important success criterion for a successful sustainability promise. Sasan Saeidi World President & Chairman, International Advertising Association Brand Finance Sustainability Perceptions Index 2023 brandirectory.com/sustainability 27 So, in summary: 1. Be human and use simple language. In order for your sustainability commitment to be believed it needs to go to a community level and involve people. Simple language and terms help crack the code. Be original in the way you want to explain complex terms. 2. Create a movement through long-term commitments. Rupen Desai, the ex-CMO of Dole said that brands need to find the superpower that lets them scale in this field. So, scaling up solutions is key for traction. Your commitment needs to go from one-off experiments to long-term practical movements. End opportunistic marketing and start long-term meaningful movements. 3. Ensure your promises are accessible to all. Try hard to democratize sustainability and make it accessible and easy enough for people to get involved with. Be inclusive. 4. Paint the picture of success through smaller goals. Ensuring we set smaller goals to achieve as part of the larger target is essential. This way your bigger goals become attainable. By setting bite-size goals you can see progress and strive for more. Human beings strive on progress. . So yes, we agree that consumers and communities expect brands and industry to step up their sustainability commitment more than ever. But, for the most part, we are not helping our cause. It’s really time to ensure we get more creative and more human when it comes to our messages. Let’s put ourselves in the shoes of the consumer and go beyond a sticker and a buzzword on our packaging and communication, that the next brand is also using. We are talking to a community of people, let’s try harder to get them involved and engaged. Sasan Saeidi, is the CEO of Wunderman Thompson New York (WPP) and the Global client leader for The Coca-Cola Company at Wunderman Thompson. He also serves as the World President and Chairman of the International Advertising Association. Sasan Saeid: Delivering on sustainability through comprehension and community. Brand Finance Sustainability Perceptions Index 2023 brandirectory.com/sustainability 28 The Paradox of Greenwashing. Greenwashing is a term used by companies for advertising or marketing spin in which green PR and marketing are deceptively used to persuade the public that a product or brand is environmentally friendly. Consumer demand and the growing success of green marketing gave brands the tools to create product differentiation within their markets. Research shows that consumers consider sustainability as a primary reason for their choice of products and brands. As a result, Sustainability has now become a key part of marketers’ business strategies and the outcome has seen an increased number of brands using green marketing claims and a growth in consumer environmental awareness. Greenwashing is a brainchild of this trend: in the short term, it helps grow consumer demand, but in the long term, it destroys consumer confidence in the argument as it is often difficult to distinguish misleading claims. Brands misleading information may result in a decrease in consumer confidence in the value of green claims. Overall, the use of greenwashing can be a double-edged sword for corporations, as it may initially attract environmentally conscious consumers, but ultimately, it leads to decreased demand for the products in question. Brands are responsible for being truthful and transparent about their environmental practices, as the perceived reality of their eco-friendliness can have a major impact on the brand itself and consumer behavior. Hervé de Clerck VP IAA Global, Sustainability Council Chair Founder, Adforum.com Dream Leader ACT - Responsible.org Brand Finance Sustainability Perceptions Index 2023 brandirectory.com/sustainability 29 The eco-friendly contradiction A key contradiction of greenwashing is that the more a corporation engages in environmentally damaging practices, the more pressure it may feel to invest in eco- friendly measures to appear more sustainable. However, when a company spends significantly more resources on advertising being “green“ than on environmentally sound practices, critics may argue that these efforts do not address the root cause of the problem. Companies should focus on investments that impact their core environmental footprint and avoid making general environmental claims. Perception is reality Perception is a significant factor influencing consumer purchasing intentions. Perception is a reality when it comes to greenwashing, as consumers often base their purchasing decisions on how a brand presents itself as being eco-friendly. Marketers have an important responsibility in being authentic and truthful when introducing their environmental claims and monitoring how it is perceived by the consumer. We are part of the problem. Let s be part of the solution The negative consequences of greenwashing affect both consumers and companies in the green marketplace alike, regardless of whether they engage in greenwashing or not. Trust is the cornerstone of a successful consumer- brand relationship therefore, the increasing prevalence of greenwashing has created a negative backlash against the concept of sustainability, resulting in consumers losing confidence in the green market. Over the last twenty years, our industry has played an increasingly important role in the sustainability agenda. In response to consumer pressure, many brands have embraced sustainability in their corporate practices. Communications have taken an active stand on responsibility, highlighting authenticity, transparency, and truth as essential elements of the marketing mix. Hervé de Clerck: The Paradox of Greenwashing. Brand Finance Sustainability Perceptions Index 2023 brandirectory.com/sustainability 30 Creating a smarter regulatory environment that protects consumers, allows businesses to thrive, and helps save the earth too. In 2021, the International Consumer Protection Enforcement Network released the results of a first-of-its-kind review conducted on environmental claims being made on websites around the world. The review, which was led by the United Kingdom’s Competition and Markets Authority and the Netherlands Authority for Consumers and Markets, found that 40% of those websites may be engaged in greenwashing. These findings didn’t come as a big surprise to regulators and others who have been paying attention to the ways that marketers are promoting the environmental benefits of their products. The International Chamber of Commerce, for example, had already embarked on a project to update its “Framework for Responsible Environmental Marketing Communications,” which it released later that year. During an IAA “fireside chat” I recently had with Raelene Martin, ICC’s Head of Sustainability, she explained that one of the reasons the ICC decided to update its guidelines was that “with the proliferation of environmental marketing claims, there was some concern around greenwashing and whether some of those claims were actually substantiated.” It’s not just the ICC that has taken notice. A little more than a year ago, for example, the UK’s Competition and Markets Authority published its own “Green Claims Code.” In releasing the Code, Andrea Coscelli, the CMA’s Chief Executive, said, “We’re concerned that too many businesses are falsely taking credit for being green, while genuinely eco-friendly firms don’t get the recognition they deserve.” Further, in the United States, the Federal Trade Commission just announced that it is planning to update its “Guides for the Use of Environmental Marketing Claims,” for the first time in over a decade. With regulators and self-regulators believing that we have a serious greenwashing problem, and actively engaging in efforts around the world to address it through regulation, enforcement, and other means, what steps should advertisers be taking right now to help protect the great value that their green credentials bring to their brand and to avoid staying out of