Australian supermarket brand Woolworths leads the nation with a Sustainability Perceptions Value (SPV) value of AUD978 million, according to the Sustainability Perceptions Index 2025 report by Brand Finance, ‘the world’s leading’ brand valuation consultancy. The report quantifies the financial value of sustainability perceptions and highlights the gaps between brand reputation and actual ESG performance.
Brand Finance’s research data shows Woolworths is widely recognised in its home market as a brand deeply committed to environmental and social responsibility, as well as strong governance. These perceptions are underpinned by tangible ESG actions and transparent progress reporting.
Despite strong ESG performance, Woolworths has nearly AUD132 million in untapped value tied to clearer sustainability communications, according to Brand Finance’s market research.
With an SPV of AUD955 million, Commonwealth Bank ranks second in Australia, recognised for its strong environmental commitment, social responsibility, and sound governance, based on responses from Australians.
Another ‘standout performer’ from the nation, Telstra, with an SPV of AUD594 million is ranked among the top 20 telecoms brands, globally while NRMA Insurance holds an SPV of AUD138 million and is also regarded as a brand committed to society, in addition to being well managed and governed, based on input from respondents within Australia.
Brand Finance Australia Managing Director Mark Crowe said: “It’s encouraging to see homegrown brands like Woolworths, Commonwealth Bank, and Telstra being recognised by Australians not just for their commercial strength, but also for their commitment to doing business responsibly. Australians care deeply about environmental and social impact, and they reward brands that lead by example. At the same time, there’s still room for brands to unlock even greater value through more effective ESG communication.”
Additionally, another Australian supermarket brand, Harris Farm Markets, leads on environmental sustainability, emphasising locally sourced and natural products for consumers seeking lower-footprint options.
The latest report also credits Worley, an engineering firm, for its social sustainability initiatives in Australia’s infrastructure transformation while premium skincare brand Aesop is recognised for social and governance sustainability, aligned with the brand’s use of clean ingredients and minimalist, refined image.
Notably, automobile brand Toyota, with an SPV of AUD11.8 billion, is perceived by Australian respondents as a well-managed and governed brand with strong environmental commitment, according to Brand Finance’s research.
Global insights
Apple retains the highest total SPV of any brand at AUD56.7 billion. This reflects strong consumer belief that Apple is acting sustainably, despite ongoing criticism around labour conditions and environmental impact. The Index assesses perception, not performance, and Apple’s position highlights the power of belief in shaping brand value.
Microsoft ranks second in overall value but leads on untapped potential. With a positive gap value of nearly AUD8.3 billion, Microsoft’s actual sustainability performance is significantly stronger than it is perceived to be. This gap represents brand value that could be unlocked through clearer communication of ESG progress.
Tesla has lost over AUD10.6 billion in sustainability-driven brand value. In 2023, Brand Finance identified AUD6.0 billion of sustainability value at risk for Tesla, due to a widening gap between its strong environmental image and weaker governance and social performance. That risk has now become reality. Tesla’s total brand value has dropped from AUD96.3 billion to AUD62.6 billion, with its Sustainability Perceptions Value (SPV) falling from AUD25.9 billion to just AUD15.2 billion.
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.”
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 AUD145 million, revealing a significant amount of unrealised value.
Sustainability continues to influence brand choice, particularly in premium sectors. In the luxury auto category, sustainability accounts for 23% of brand choice, double the figure for the broader automotive market. Similarly high drivers are seen in champagne and luxury cosmetics, where sustainability plays a stronger role than in their respective mass-market counterparts.
