Jollibee Group named top Philippine company in Brand Finance 2025 Sustainability Perceptions Index

Editor’s note: This press release is sponsored by Jollibee and was handled by BrandRap, the sales and marketing arm of Rappler. No member of the news and editorial team participated in the publishing of this piece.

The Jollibee Group (PSE: JFC) has earned the top spot among Philippine brands in the 2025 Sustainability Perceptions Index released by Brand Finance, the world’s leading brand valuation consultancy, reflecting its strengthened reputation in social integrity, environmental responsibility, and ethical governance.

The Jollibee Group is also the only Philippine restaurant brand in the country to break into the top 10 of the index, affirming its distinct reputation for leadership in sustainability within the food service sector. Globally, the company is placed among the top 20 restaurant brands.

The Brand Finance Sustainability Perceptions Index 2025 ranks global brands based on the value attached to their sustainability perceptions. Brand value is determined through a rigorous analysis of brand strength, via market research data, and financial performance. The Sustainability Perceptions Index highlights companies that have significant value tied to perceived sustainability commitment in the minds of stakeholders.

“This recognition is a reflection of the growing trust that stakeholders around the world place in our commitment to sustainability,” said Pepot Miñana, Jollibee Group’s global chief sustainability officer. “It is both a proud moment and a strong call to action for us to continue advancing our initiatives on the ground together with our employees, suppliers, franchisees, and partners.”

Joy for Tomorrow sustainability agenda

The Jollibee Group’s “Joy for Tomorrow” agenda guides the company’s sustainability strategies and long-term investments. These include initiatives that promote responsible sourcing, food safety, employee welfare, community support, energy efficiency, and good governance.

In 2024, the Jollibee Group demonstrated significant progress in its sustainability efforts across its Food, People, and Planet pillars. In the Philippines, its manufacturing sites achieved a 32% reduction in energy consumption, a 33% reduction in water use, and a 44% reduction in waste generated per metric ton of products produced versus 2020 baselines.

The Group also installed over 16,800 solar panels, generating approximately 9.1 megawatts of clean energy, and successfully diverted 62% of Philippine manufacturing waste from landfills. In partnership with employee volunteers, the company has planted over 21,500 mangrove propagules, reinforcing its commitment to environmental stewardship and climate resilience.

“Brand Finance’s Sustainability Perceptions Index 2025 is a barometer of how stakeholders perceive a brand’s contribution to a more sustainable future,” said Miñana. “Being ranked number one in the Philippines affirms that our efforts are resonating and that we are moving forward with purpose.”

“Sustainability is fast becoming a key driver of how Philippine brands are judged. Jollibee proves that powerful ESG stories – from championing financial inclusion to committing to responsible sourcing – can win hearts locally and make an impact globally. The stage is set for more homegrown brands to amplify their sustainability voice and turn values into lasting customer loyalty,” said Alex Haigh, Brand Finance’s managing director for Asia-Pacific.

Brand Finance is a global leader in brand valuation and strategy. Headquartered in London, Brand Finance operates in over 25 countries, conducting more than 6,000 brand valuations, supported by original market research, and publishes over 100 reports which rank brands across all sectors and countries. Its annual Sustainability Perceptions Index is a key tool for measuring how sustainability perceptions drive brand value in today’s stakeholder-driven economy.

To view the full Brand Finance Sustainability Perceptions Index 2025, visit https://brandirectory.com/reports/sustainability-perceptions-index

To read more about the Jollibee Group’s 2024 sustainability initiatives, visit https://www.jollibeegroup.com/esg-reports/ – Rappler.com