The ESG Brand Perception Index

Top U.S. brands scored by consumer perception of environmental, social, and governance impact

The index is based on daily surveys of consumer opinions on the ESG performance of more than 430 brands and was created in partnership with Swayable, a research technology platform that specializes in providing consumer insights. Available to ANA members only and conducted independently from brands, the index lists the top 20 ranked brands across seven verticals, along with key insights.

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Key ESG insights for this month

 

Key Insights for the Month of August

August 2021 ESG Brand Perception Index Insights 

This month, we take a close look at the Healthcare industry. The top-ranked brands on ESG performance overall were the Mayo Clinic ( No. 1) and Cancer Treatment Centers of America ( No. 2). Vaccine manufacturers Moderna (No. 3) and Pfizer (No. 4) also cracked the top five, along with pharmaceutical giant Bayer (No. 5). 

Consumer respondents were least familiar with brands in the health care vertical, compared to the other six verticals analyzed, and the industry ranked fourth on median ESG scores, with environmental and social scores higher than those for governance. High ESG scores typically correlate with both purchase intent and brand awareness, so some of the lower ESG perceptions are likely the result of low brand familiarity.

Two trends dominated the demographic breakdowns in the health care vertical:

  1. Men scored health care brands higher on ESG and purchase intent than women among most respondents. Outliers were respondents over the age of 55, where gender did not seem to be an indicator of ESG perceptions, and there was very little difference in the scores reported between men and women.
  2. Respondents over the age of 55 scored health care brands lower than those under 35Bayer was the exception, ranking second among older respondents for overall ESG performance and 21st in the under 35 age group. Bayer is known for Aspirin, the anti-inflammatory drug and blood thinner, which is targeted at middle-aged and older consumers.

This month we asked consumers about the responsibilities of health care companies:

  • "They have a responsibility to care for the people, for the greater good of public health." 
  • "The responsibility should be to help patients and improve the health of our society." 
  • "I don't feel that responsibility is being met."
  • "Health care is a human right. While hospitals provide arguably one of the top three industries/services and employ a large percentage of the citizenry, they also create a measurable impact on a community by consuming resources, creating demand for housing, demand for things like food service, grocery stores, schools for children and adults, etc. Hospital systems should show good faith and long-term planning through investment in their communities."

Methodology

The Swayable-ANA ESG Brand Perception index poll has been conducted since April 1, 2021 using Swayable's proprietary consumer data and analysis platform. It is based on a sample of more than 15,000 American adults aged 18 or older, who are users of smartphone devices and apps that participate in Swayable's network. Scores are determined monthly for between 400 and 500 brands, consisting of ANA members and others determined to have sufficient national consumer familiarity. All reported figures are rounded to the nearest whole number, and the estimated margin of error is 1-2 points. Calculated scores are scaled averages of Environmental, Social, and Governance answers from respondents, who score the three metrics on 100-point slider scales from: Very Negative 0 → Neutral 50 → Very Positive 100. All respondents are given non-cash rewards for participation, with clear opt-in consent. No unnecessary personally identifiable information is requested or collected.