Brand Finance data reveals fewer industries are seeing a decline in sustainability influence compared to 2025, signalling limits to the ‘ESG backlash’
KUALA LUMPUR, 22 April 2026 – Malaysian energy giant PETRONAS ranks highly among national brands for sustainability perceptions, spanning environmental, social, and governance pillars, according to the latest iteration of the Sustainability Perceptions Index 2026 from Brand Finance, the world's leading brand valuation consultancy.
The Sustainability Perceptions Index 2026 reveals which brands are perceived to have the strongest commitment to sustainability globally, the changing role of sustainability in driving demand, and the large amounts of value tied to sustainability for the world’s biggest brands.
Brand Finance data reveals sustainability’s influence as a driver of consumer choice is stabilising across industries globally. Based on the iteration out of 48 sectors analysed, 24 saw a decline in sustainability influence between 2025 and 2026, compared to 38 in the previous cycle.
Malaysia Highlights
In Malaysia, Brand Finance research highlights PETRONAS’ enhanced sustainability perceptions, driven by continued investments in low‑carbon energy and community development. In late 2025, PETRONAS advanced its energy transition strategy through expanded carbon capture and storage (CCS) projects, strengthened hydrogen and renewable energy portfolios across Asia, and accelerated emissions reduction efforts aligned with its net‑zero 2050 ambition. Alongside, it invested in education, community upliftment, and workforce development programmes to reinforce nation‑building.
Alex Haigh, Managing Director Asia Pacific, Brand Finance, commented:
“PETRONAS stands out across environmental, social and governance perceptions, reflecting how sustained investment in the energy transition and community development can translate into stronger brand equity. More broadly, while sustainability remains an important driver of brand choice, our data shows its influence is beginning to stabilise. The reduction in sectors experiencing decline suggests that while some markets are seeing signs of an ESG backlash, its impact may be reaching a plateau rather than accelerating”
Tenaga Nasional Berhad (TNB) improved its environmental perceptions by expanding renewable energy, including large‑scale solar and cross‑border green energy exports under the ASEAN Power Grid, while reducing coal dependency and modernising grids. Maybank reinforced its social impact through expanded Maybank Foundation programmes, focusing on empowerment, inclusion, and sustainable livelihoods. Initiatives like R.I.S.E. supported underserved communities and micro‑entrepreneurs.
Dutch Lady Milk Industries Berhad stood out for governance, launching the Transforming Schools, Nourishing Minds programme with Malaysia’s Ministry of Education and Yayasan Didik Negara, delivering subsidised milk, classroom upgrades, and digital tools nationwide through 2029.
Global Highlights
Brand Finance is the world’s leading brand valuation consultancy. Bridging the gap between marketing and finance, Brand Finance evaluates the strength of brands and quantifies their financial value to help organisations make strategic decisions.
Headquartered in London, Brand Finance operates in over 25 countries. Every year, Brand Finance conducts more than 6,000 brand valuations, supported by original market research, and publishes over 100 reports which rank brands across all sectors and countries.
Brand Finance also operates the Global Brand Equity Monitor, conducting original market research annually on 6,000 brands, surveying more than 175,000 respondents across 41 countries and 31 industry sectors. By combining perceptual data from the Global Brand Equity Monitor with data from its valuation database — the largest brand value database in the world — Brand Finance equips ambitious brand leaders with the data, analytics, and the strategic guidance they need to enhance brand and business value.
In addition to calculating brand value, Brand Finance also determines the relative strength of brands through a balanced scorecard of metrics, compliant with ISO 20671.
Brand Finance is a regulated accountancy firm and a committed leader in the standardisation of the brand valuation industry. Brand Finance was the first to be certified by independent auditors as compliant with both ISO 10668 and ISO 20671 and has received the official endorsement of the Marketing Accountability Standards Board (MASB) in the United States.
Brand is defined as a marketing-related intangible asset including, but not limited to, names, terms, signs, symbols, logos, and designs, intended to identify goods, services, or entities, creating distinctive images and associations in the minds of stakeholders, thereby generating economic benefits.
Brand strength is the efficacy of a brand’s performance on intangible measures relative to its competitors. Brand Finance evaluates brand strength in a process compliant with ISO 20671, looking at Marketing Investment, Stakeholder Equity, and the impact of those on Business Performance. The data used is derived from Brand Finance’s proprietary market research programme and from publicly available sources.
Each brand is assigned a Brand Strength Index (BSI) score out of 100, which feeds into the brand value calculation. Based on the score, each brand is assigned a corresponding Brand Rating up to AAA+ in a format similar to a credit rating.
Brand Finance calculates the values of brands in its rankings using the Royalty Relief approach – a brand valuation method compliant with the industry standards set in ISO 10668. It involves estimating the likely future revenues that are attributable to a brand by calculating a royalty rate that would be charged for its use, to arrive at a ‘brand value’ understood as a net economic benefit that a brand owner would achieve by licensing the brand in the open market.
The steps in this process are as follows:
1 Calculate brand strength using a balanced scorecard of metrics assessing Marketing Investment, Stakeholder Equity, and Business Performance. Brand strength is expressed as a Brand Strength Index (BSI) score on a scale of 0 to 100.
2 Determine royalty range for each industry, reflecting the importance of brand to purchasing decisions. In luxury, the maximum percentage is high, while in extractive industry, where goods are often commoditised, it is lower. This is done by reviewing comparable licensing agreements sourced from Brand Finance’s extensive database.
3 Calculate royalty rate. The BSI score is applied to the royalty range to arrive at a royalty rate. For example, if the royalty range in a sector is 0-5% and a brand has a BSI score of 80 out of 100, then an appropriate royalty rate for the use of this brand in the given sector will be 4%.
4 Determine brand-specific revenues by estimating a proportion of parent company revenues attributable to a brand.
5 Determine forecast revenues using a function of historic revenues, equity analyst forecasts, and economic growth rates.
6 Apply the royalty rate to the forecast revenues to derive brand revenues.
7 Discount post-tax brand revenues to a net present value which equals the brand value.
Brand Finance has produced this study with an independent and unbiased analysis. The values derived and opinions presented in this study are based on publicly available information and certain assumptions that Brand Finance used where such data was deficient or unclear. Brand Finance accepts no responsibility and will not be liable in the event that the publicly available information relied upon is subsequently found to be inaccurate. The opinions and financial analysis expressed in the study are not to be construed as providing investment or business advice. Brand Finance does not intend the study to be relied upon for any reason and excludes all liability to any body, government, or organisation.
The data presented in this study form part of Brand Finance's proprietary database, are provided for the benefit of the media, and are not to be used in part or in full for any commercial or technical purpose without written permission from Brand Finance.
