1. Sustainability
leadership
Measuring
percep4on
vs.
reality
James
Cerru4
Michael
Muyot,
BrandLogic
CRD
Analy4cs

2. Sustainability leadership
Measuring perception vs. reality
SUSTAINABLE BRANDS CONFERENCE Supported by
Monterey, California
June 7-10, 2011

3. Context
• Increasingly, corporate reputation = corporate brand
• Sustainability practices impact brand
• Sustainability initiatives cut across functions
• Reactions to specific pressure groups vs. strategic
• Paucity of non-anecdotal data for fact-based prioritization
Copyright © 2011 Brandlogic, Inc. and CRD Analytics

4. Goal: Help corporations identify sustainability risks,
opportunities, and investment priorities
• Measuring gaps between actual and Highly attentive
stakeholder groups:
perceived performance on E, S and G • Purchasing/supply
factors professionals
• Investment
• Measuring gaps on these dimensions professionals
• Graduating
among competitors/peers and industry college/university
sectors students
• Establishing statistically valid benchmarks Countries covered:
for longitudinal study of performance • China
• Germany
• Adding new insights and tools for managing • India
• Japan
sustainability investments • United Kingdom
• United States
Copyright © 2011 Brandlogic, Inc. and CRD Analytics

5. The Sustainability IQ Matrix
Copyright © 2011 Brandlogic, Inc. and CRD Analytics

6. Sources at a glance
Source of the Sustainability Source of the Sustainability
Reality Score (SRS) used in Perception Score (SPS) used in
the Sustainability IQ Matrix the Sustainability IQ Matrix
175 16000+
environmental, social and governance company ratings
metrics for rating companies
2400
5 respondents from 3 highly attentive
key performance indicators stakeholder groups (800 respondents in each)
per ESG dimension
100
1200 prominent global corporations covering 9
of the 10 global industry categories (GICS)
rated corporations
6
major countries covered (400 respondents
in each)
Copyright © 2011 Brandlogic, Inc. and CRD Analytics

7. Copyright © 2011 Brandlogic, Inc. and JuneAnalytics
CRD 7, 2011

8. Sustainability IQ Matrix
Global 100 Prominent Brands
Copyright © 2011 Brandlogic, Inc. and CRD Analytics
June 7, 2011

9. Copyright © 2011 Brandlogic, Inc. and CRD Analytics

10. Copyright © 2011 Brandlogic, Inc. and CRD Analytics

11. Sustainability IQ Matrix
Information Technology
Copyright © 2011 Brandlogic, Inc. and CRD Analytics

12. Copyright © 2011 Brandlogic, Inc. and JuneAnalytics
CRD 7, 2011

13. Apple’s perceived sustainability performance scorecard
Total ESG (SPS) Score Social Score Environmental Score Governance Score Overall performance
54 54 51 54 67
Rank 14 Rank 15 Rank 15 Rank 13 Rank 8
By segments Total ESG (SPS) Score Social Score Environmental Score Governance Score Overall performance
Investment professionals 64 64 63 64 74
Purchasing professionals 51 51 48 52 59
Pending graduates 48 49 45 49 69
Developed countries 46 47 43 48 61
Newly developed countires 66 67 66 66 79
Benchmark Comparisons Total sample Developed countries Newly developed countries Information Technology Computers/IT Services
Total ESG (SPS) Score 47 39 64 50 50
Social Score 48 40 65 51 51
Environmental Score 45 36 62 47 47
Governance Score 47 39 64 50 50
Overall performance 57 48 74 61 59
= Apple score is significantly higher/lower than the particular group of companies at 90% confidence level
Copyright © 2011 Brandlogic, Inc. and CRD Analytics

14. Apple’s real vs. perceived sustainability performance
scores on E, S and G factors
Copyright © 2011 Brandlogic, Inc. and CRD Analytics

15. Apple’s real vs. perceived sustainability performance
scores on E, S and G factors
Copyright © 2011 Brandlogic, Inc. and CRD Analytics

16. Apple and two competitors: Ratings on social
performance
Copyright © 2011 Brandlogic, Inc. and CRD Analytics

17. Apple and two competitors: Perceived and actual
performance on various social responsibility factors
Perceptions among CRD Analytics components of
Purchasing Professionals Social Performance Indicator (SPI) score
Copyright © 2011 Brandlogic, Inc. and CRD Analytics

18. Q&A
Our sustainability consulting services
• Customized reports from study findings
• Sustainability workshops
• Stakeholder research
• Sustainable brand strategy
• Materiality mapping
• CSR/sustainability reports
• Integrated reporting
Copyright © 2011 Brandlogic, Inc. and CRD Analytics