Research that boosted Impact!ESG shows that only 1 in 5 people have heard about the topic and 47% do not associate ESG practices with any brand
Google announced this Monday (5th) the launch of an ESG platform, Impact!ESG, which aims to help more companies adopt sustainable actions at the three levels, environmental, social and governance.
The service, which offers measurement, data and seeks to mobilize companies, was developed in partnership with the research company MindMiners and Sistema B, which promotes the B movement in the country.
It is part of a survey, in partnership with MindMiners, which interviewed 3,000 Brazilians from all regions of the country about the ESG panorama in Brazil and also the perception of 274 brands – among them, the Top of Mind from Folha de S. Paulo, the 50 most valuable in the Brand Finance study and the competitors of these companies.
In general, the survey reveals that Brazilians are largely unaware of the acronym ESG. Only 1 in 5 people say they have heard about the topic and 47% cannot associate ESG practices with any brand.
A second part of the survey asked each of the respondents about 20 of the 274 brands on the panel, considering 35 attributes in all across the three pillars of the ESG. In ‘social’, for example, it asked for the perception of a certain brand in terms of economic impact, financial security, civic engagement and donation.
The analysis of this data showed that companies in the beauty, finance, consumer goods, food, personal care, technology, fashion and retail segments are currently the most associated with ESG.
In this first report, Lvia Sitta, insights analyst at Google Brazil and leader of Impact! ESG, also highlights that half of the most loved brands in the country are also those with the best reputation. “It seems to us that when a company invests in ESG, it is also building a brand based on emotional connection and purchase intention”.
The solution, unheard of in Google’s structure globally, arises from the identification of gaps in large companies related to the topic. “In conversations with leaders, what we identified, among the various subjects, is: where do I start, where do I invest, what do I prioritize and what step do I take”, says Marco Bebiano, business director for the consumer goods segments, fashion and beauty, government and technology from Google Brazil.
From now on, Google should start developing conversations with major partner brands, showing the stages they are in based on the perceptions of respondents and the attributes analyzed. By the end of 2023, the idea is to take the data and insights to 50 companies and gradually expand the project.
“Having more data and more knowledge, they can be more efficient in mobilizing, raising awareness and educating society so that we can make better decisions”, adds Bebiano.
According to Google, by choosing to bring a ranking of sectors, and not of brands, the company wants to encourage companies to understand their own scenarios and where they can improve, instead of stimulating competition.
