View the full Brand Finance Sustainability Perceptions Index 2026 here
New Brand Finance data reveals that fewer industries are seeing a decline in sustainability influence compared to 2025, signalling limits to the 'ESG backlash'.
Key highlights include:
- Google overtakes Apple to top all brands with highest Sustainability Perceptions Value, reaching $41.9 billion
- Apple has the most to gain from communicating more overtly about sustainability - its ‘Sustainability Gap Value’ is $2.6 billion
- Tesla’s green reputation continues to slide for a third-year running, losing $7.7 billion in sustainability-related brand value
- Patagonia, Lush, Alnatura, Michelin, and Tata Group are among regional leaders for sustainability perceptions
Robert Haigh, Strategy & Sustainability Director at Brand Finance, commented:
“Although there has been a continued decline in the role of sustainability in 2026, this is less pronounced than in 2025, suggesting limits to the so called ‘ESG backlash’ and perhaps a shift towards more focused and credible sustainability engagement on the part of brands.”
