Evolving Brand Value explores the correlation between sustainability and brand strength. Using big data from 398 sources and 73 million data points, the document finds some links between sustainability processes like strong community relations, employee loyalty, and robust governance, and improved profitability measures like lower risks, better customer relationships, and predictable returns. However, it warns that the relationship is complex, with differences by industry. Standards bodies like SASB are developing industry-specific standards to better understand and manage these relationships.

1. Evolving Brand Value: Exploring the Correlation between
Sustainability and Brand Strength
Bahar Gidwani, CSR Hub @CSRHUB

2. Bahar Gidwani
CEO & Cofounder, CSRHub
bahar@csrhub.com
Bridging the Gap Between
Sustainability & Profitability

3. 3

4. Data
elements
Convert Map
Remove
Bias
Ratings
Community
Employees
Environment
Governance
We Have Used Big Data to Build a Bridge
398
Sources
3,000 Data
Types
73,000,000 Data
Points
4

5. 5
Brand
strength
Rep
risk
Digital
comm.
Credit
costs

6. 6
Reduce risk events to stabilize margins;
improve customer relationships through
positive engagement
License to operate via good community
relations; robust supply chain and strong
employee base
Reduce turnover by increasing loyalty; cut cost
to recruit new employees; attract more suppliers
and keep them strong
Well-Controlled
Costs
Freedom to
Grow
Predictable
Returns
We Hope to Discover More Links
Affects
Profitability
Possible Related Sustainability
Processes

7. Warning: the Relationship Between
Sustainability and Profitability Is Complex
7
Studies
Community
Dev &
Philanthropy
Human
Rights &
Supply Chain
Product
Compensation
& Benefits
Diversity &
Labor Rights
Training,
Health &
Safety
Brand Strength
Reputational Risk
Digital Comm. Qual.
Credit Costs
Studies
Energy &
Climate
Change
Environment
Policy &
Reporting
Resource
Management
Board
Leadership
Ethics
Transparency
& Reporting
Brand Strength
Reputational Risk
Digital Comm. Qual.
Credit Costs
Correlated with Poorer Better Performance
Community Employees
Environment Governance
Correlated with Poorer Perceived Performance

8. There Are Also Major Differences In
Behavior By Industry
8
Studies
Community
Dev &
Philanthropy
Human Rights
& Supply
Chain
Product
Compensation
& Benefits
Diversity &
Labor Rights
Training,
Health &
Safety
Overall for Brand
Finance
Heavy Industry
Light Industry
Studies
Energy &
Climate
Change
Environment
Policy &
Reporting
Resource
Management
Board
Leadership
Ethics
Transparency
& Reporting
Overall for Brand
Finance
Heavy Industry
Light Industry
Correlated with Poorer Better Performance
Community Employees
Environment Governance
Correlated with Poorer Perceived Performance

9. This Is Why SASB and Others Are
Working At an Industry Level
9
CSRHub • EKOS International
SUSTAINABILITY STANDINGS:
Performance Trends in the SASB SICS™ Metals &
Mining Industry
CSRHub • EKOS International
SUSTAINABILITY STANDINGS:
Performance Trends in the SASB SIC™ Metals & Mining Industry

10. 10

11. 11
With Hard Work, We Can Close The Gap

12. Bahar Gidwani
CEO & Cofounder, CSRHub
bahar@csrhub.com 646-321-2755