Sustainability shows its worth for the world’s most valuable B2B tech brands

Business Solutions and Tech brands lead the way in the new Kantar Sustainability BrandZ Index, which shows sustainability reputation accounts for around 5% of brand equity across the category.
06 September 2022
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Amandine Bavent
Amandine
Bavent

Global Valuations Director, Kantar BrandZ, US

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Nine of the world’s 20 most valuable Business Solutions and Technology brands improved their social responsibility perceptions over the past year, according to our latest Kantar BrandZ Most Valuable Global Brands 2022 report.

Overall, the value of the top 20 B2B tech brands reached more than $2 trillion in 2022, with Microsoft retaining its title as the sector’s most valuable brand. Increased demand for digital technologies, digitized data and work-from-home solutions also helped bolster brand value in a market which has seen one of the fastest rates of growth of all categories over the last three years - 113% overall. Within the list of the Top 100 Most Valuable Global brands, Business Solutions and Technology organizations make up almost a quarter (23) of the ranking.

Microsoft’s impressive 49% year-on-year growth, is, in part, due to its investment in sustainability. Examples include working towards clear sustainability commitments by 2030, and launching Microsoft Cloud for sustainability to provide comprehensive, integrated, and automated sustainability management for its customers. Compared to other sectors, Business Solutions and Tech brands lead the way in the new Kantar Sustainability BrandZ Index, which shows sustainability reputation already accounts for around 5% of brand equity across the category.

Brands that lead on the Sustainability BrandZ index

Key trends highlighted in Kantar BrandZ’s analysis across the Business Solutions and Technology Sector include:

  • Nine of the world’s 20 Most Valuable Business Solutions & Technology Provider brands improved their responsibility credentials in the last year: Adobe, AWS, AMD, Autodesk, Google Cloud, Infosys, Intel, Intuit and Qualcomm. The majority of these nine have improved their social and environmental perceptions.
  • Microsoft retains its title as the sector’s most valuable brand. Azure, Microsoft’s cloud computing product, has continued to drive strong growth for the company during the new era of hybrid or remote working.
  • Amazon Web Services valued separately in this category for the first time in 2022, continues to grow at an impressive rate, with a current value of $401.8bn attributed to its volume-based model, its impressive range of services and transparently priced cloud deals.
  • NVIDIA moved closer to being one of the Top 10 Most Valuable Global Brands, rising from No.12 to No.11 in the 2022 ranking, driven by the global economy’s insatiable demand for ever faster, better graphics.
  • Infosys made its debut in the Global Top 100, joining TCS as one of India’s most famous tech success stories, sitting at an impressive $33.6bn. Infosys’ core competency of enabling digital transformation has been in demand due to Covid-19 disruptions.

Rank

Brand

Brand Value 2022 ($ Mil.)

Brand Value 2021 ($ Mil.)

1

MICROSOFT

611,460

410,271

2

AMAZON WEB SERVICES

401,815

N/A

3

NVIDIA

124,161

104,763

4

IBM

96,992

91,337

5

ADOBE

92,830

78,524

6

ORACLE

90,356

60,837

7

ACCENTURE

82,597

64,734

8

SAP

69,014

69,242

9

QUALCOMM

62,439

48,357

10

INTEL

62,387

71,937

11

CISCO

57,026

46,822

12

TEXAS INSTRUMENTS

56,123

49,235

13

SALESFORCE

54,970

48,982

14

GOOGLE CLOUD

52,794

N/A

15

TATA CONSULTANCY SERVICES

50,349

31,275

16

INTUIT

49,618

35,869

17

AMD

44,677

32,916

18

INFOSYS

33,551

N/A

19

DELL TECHNOLOGIES

26,544

24,781

20

AUTODESK

21,144

20,451

The business case is clear for increased attention to sustainability and responsibility strategies in this category. As businesses of all stripes turn to publishing more environmental and social impact reports as part of their annual reporting processes, the strength (or weakness) of Business Solutions brands on issues like carbon neutrality can now directly and publicly affect how well their customers meet certain responsibility benchmarks. So, customers have more incentive than ever to partner with service providers that have their own houses in order around social responsibility. In short, when Business Solutions brands do better, their partner brands do better too - and look better to boot.

The Kantar BrandZ Most Valuable Global Brands 2022 ranking, report and extensive analysis are available now via www.kantar.com/campaigns/brandz/global 

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