Increasingly, evidence demonstrates that global stakeholders across the board are expecting business to deliver greater value beyond just a slicker product or bigger profits. This panel provides three types of filters for decision-making as to how to prioritize your sustainable innovation initiatives such that you might recognize most uplift in stakeholder support.

1. Sustainable Brand Perception vs.
Performance: Reducing the Gap
¡ James Cerruti, Senior Partner of Strategy and
Research, Brandlogic
Sustainable Brands
London Conference

2. Supported by
SB CONFERENCE
LONDON
November 26, 2012

3. The Sustainability Leadership Report
Is Is not another
• A management framework for • Green survey
focusing company investments
• Opinion leaders/NGO survey
• Comparing quantitatively real versus
perceived performance • Straight ranking of Top 50 or 100
• Of 100 leading brands in 9 GICs • Consumer perception study
• Across E, S & G dimensions
• Among highly attentive audiences
- Investment professionals
- Purchasing professionals
- Graduating students
NOVEMBER 26, 2012

4. Why we focus on “highly attentives”
Stated Importance of Corporate Good Citizenship in Decision Making
100
90
88%
80
• Invest in
70 Extremely • Partner with
or somewhat • Work for
60 important
50
40
30
20
• Purchase
10 intent 2%
0
"Highly Attentives" Consumers
NOVEMBER 26, 2012

5. The management framework begins with rigorous
comparison of performance on two dimensions
Source of the Source of the
Sustainability Reality Sustainability Perception
(CRD Analytics) (Brandlogic global survey)
141
environmental, social and governance
16000+
company ratings
metrics for rating companies
5 2500+
respondents from 3 highly attentive stakeholder
key performance indicators groups (800+ respondents in each)
per ESG dimension
1200 100
prominent global corporations covering 9
rated corporations of the 10 global industry categories (GICS)
6
major countries covered (400+ respondents
in each)
NOVEMBER 26, 2012

6. The Brandlogic
Sustainability IQ Matrix℠
NOVEMBER 26, 2012

7. CHALLENGERS LEADERS
REALITY
LAGGARDS PROMOTERS
PERCEPTION
NOVEMBER 26, 2012

8. The Brandlogic
2012 Sustainability
Leadership Report SM
100 prominent
global brands

9. CHALLENGERS LEADERS
TELL RAISE
A BETTER THE BAR
STORY
LAGGARDS PROMOTERS
LEARN FROM DO THE
THE LEADERS HARD WORK...
OR ELSE
NOVEMBER 26, 2012

10. Our study allows comparisons of peer performance year
over year, not just at the aggregated level shown here…
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11. ...but also at disaggregated levels by stakeholder group
and E, S & G dimension…
While GE’s perceived performance improved in 2012, Siemens’ fell
among two of three audiences on each E, S & G dimension
NOVEMBER 26, 2012

12. …and at the level of the factors that comprise each of the
environmental, social and governance measures
Perceptions among CRD Analytics components of
Purchasing Professionals Social Performance Indicator (SPI) score
NOVEMBER 26, 2012

13. Thank you
For a free copy of the report, go to:
www.sustainabilityleadershipreport.com
NOVEMBER 26, 2012