1. How the Correlation between
Sustainability and Brand
Strength has Changed in the
Last FewYears
(More Proof That Sustainability Drives Operating
Performance)
By Cynthia Figge
COO & Co-Founder, CSRHub & EKOS
June 2, 2015
2. •Challenge – CSR/sustainability is still
seeking & defining the “nexus”
•Truth – sustainability strongly effects:
- Brand Strength
- Reputation Risk
- Digital Communications
- Cost of Credit
N H
E
S
4. Four Different Measures Correlate With
Perceived Sustainability Performance
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Brand Strength
22%
(Average)
5. Four Different Measures Correlate With
Perceived Sustainability Performance
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Brand Strength Reputational Risk
22%
29%
(Average) (RepRisk)
6. Four Different Measures Correlate With
Perceived Sustainability Performance
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Brand Strength Reputational Risk Digital Communications
22%
29%
44%
(Average) (RepRisk) (Investis)
7. Four Different Measures Correlate With
Perceived Sustainability Performance
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Brand Strength Reputational Risk Digital Communications Cost of Credit
22%
29%
44%
9%
(Capstone)(Average) (RepRisk) (Investis)
8. But, the Relationships Are Subtle and
Demand Study
Environment Social Governance
Brand
Reputation Risk
Digital
Communications
Cost of Credit
9. We Believed All Along, But Now We
Know
• Sustainability drives brand and
other operating areas.
• Effect is most powerful across
environmental and employee issues.
• Let’s operate at the nexus for
greater market and societal value.