For today’s discerning consumer, having money isn’t about spending more—it’s about spending right. The newly released Brand Finance Africa 200 report reveals that sustainability is now a key driver of brand value, shaping how consumers choose the companies they support.

The report ranks Africa’s most sustainable brands based on environmental, social, and governance (ESG) perception, with MTN, Vodacom, Safaricom, Standard Bank, and Absa making the cut. Notably, Woolworths stands out for its consistent environmental efforts, earning recognition not just locally, but on a global scale.

According to Brand Finance’s Strategy and Sustainability Director, Rob Haig, sustainability perception can influence anywhere from 3% to 24% of purchasing decisions—particularly in sectors like retail and luxury. “Consumers want brands that not only deliver quality but also reflect their values,” Haigh explains.

Listen to Rob’s full conversation with Jeremy Maggs below: