Sustainability as a monetary brand value – A social-psychological and economical frame-work

Stephan Götze
Independent Consultant, Germany

INTRODUCTION: DO BRANDS SHOW A RETURN OF INVESTMENT WITH REGARD TO SUSTAINABILITY, AND MIGHT THIS MOTIVATE ENTERPRISES TO INVEST?

Prior to the climate change breakthrough in public opinion and it becoming a major issue in the management world, the author initiated the Sustainability and Brand Equity project in 2006. How much sustainability is already entailed in the image of large brands and how much is this percentage worth in monetary value? Using this data large companies would then be convinced to invest in sustainability.

The First Approach: Let's Think about Cognitive Dissonance When We Talk about Sustainability

The project was based on a hypothesis: A great majority of people are in favour of sustainability (conservation of nature). However, the companies with the greatest market share are generally not primarily ecologically oriented. Even if they would like to, they need to stress the main features of their products.