View the full Brand Finance Sustainability Perceptions Index 2025 here
New Brand Finance data reveals that Apple remains the world's top-ranked brand for sustainability perceptions, while Microsoft has over $5.6 billion of brand value to gain through stronger ESG communication.
Key highlights include:
- Tesla's Sustainability Perceptions Value (SPV) has fallen from USD17.8 billion to just USD10.4 billion, as sustainability perceptions have dropped significantly across global markets.
- Apple retains the highest total SPV of any brand at USD39.0 billion. This reflects strong consumer belief in its sustainability, despite ongoing criticism of labor conditions and environmental impact.
- Microsoft ranks second in overall value but leads on untapped potential. With a positive Gap Value exceeding USD5.6 billion, Microsoft’s actual sustainability performance is significantly stronger than it is perceived to be.
- Greenhushing, where brands hold back from communicating genuine ESG achievements to avoid criticism, remains widespread. Brand Finance analysis shows that 98 of the 500 brands have a positive Gap Value of over USD100 million, revealing a significant amount of unrealised value.
Robert Haigh, Strategy & Sustainability Director at Brand Finance, commented:
“Brands are increasingly walking a tightrope on sustainability. Overstating progress creates reputational risk but failing to communicate genuine action means leaving millions in brand value on the table. As pressure from investors and regulators grows, clarity and consistency will become the key differentiators.”
