Woolworths leads Australia with a Sustainability Perceptions Value (SPV) of AUD 978 million.
The Sustainability Perceptions Index 2025 report by Brand Finance quantified the financial value of sustainability perceptions and highlighted the gaps between brand reputation and actual Environmental, Social, and Governance (ESG) performance.
Brand Finance’s research data showed Woolworths is widely recognised in its home market as a brand deeply committed to environmental and social responsibility, as well as strong governance.
Tangible ESG actions and transparent reporting of progress underpin these perceptions.
Despite strong ESG performance, Woolworths has nearly AUD 132 million in untapped value tied to clearer sustainability communications, according to Brand Finance's market research.
Mark Crowe, Brand Finance Australia Managing Director, said it was encouraging to see homegrown brands like Woolworths 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,” said Crowe.
Additionally, another Australian supermarket brand, Harris Farm Markets, leads the way in environmental sustainability, emphasising locally sourced and natural products for consumers seeking lower-footprint options.
The latest report also credited Worley, an engineering firm, for its social sustainability initiatives in Australia’s infrastructure transformation. At the same time, premium skincare brand Aesop is recognised for social and governance sustainability, aligned with the brand’s use of clean ingredients and minimalist, refined image.
Toyota, with a share price value (SPV) of AUD 11.8 billion, is also perceived by Australian respondents as a well-managed and governed brand with a strong environmental commitment, according to Brand Finance’s research.
“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,” said Robert Haigh, Strategy & Sustainability Director at Brand Finance.
“As pressure from investors and regulators grows, clarity and consistency will become the key differentiators.”
Greenwashing, where brands withhold genuine ESG achievements to avoid criticism, has remained widespread. Sustainability continued to influence brand choice, particularly in premium sectors. High drivers are seen in champagne and luxury cosmetics, where sustainability plays a stronger role than in their respective mass-market counterparts.
