Consumers' Approach & Essential Data Concerning the Financial Service Category in the ESG, Sustainability Context消费者视角与关键数据：ESG与可持续发展背景下的金融服务行业消費者視角與關鍵數據：ESG與可持續發展背景下的金融服務行業

Prepared by Kantar Polska for Future Finance Poland (FFP), this study draws on Kantar's Sustainability Sector Index 2023 — based on 32,000 interviews across 42 sectors in 33 countries, including a Polish sample of 1,003 respondents — to examine how consumers perceive the financial services, banking and insurance category in the context of ESG and sustainability. The report notes that under EU directives, over 3,000 companies in Poland were already obligated to produce their first ESG report in 2024, and that brands rating highly on Kantar's Sustainability BrandZ Index grew brand value by 31% in 2022 versus 2021, ahead of the average 23% growth of the world's Top 100 most valuable brands.本报告由凯度波兰（Kantar Polska）为波兰未来金融基金会（FFP）编制，基于凯度2023年可持续发展行业指数（Sustainability Sector Index）——涵盖33个国家42个行业共32,000份访谈样本，其中波兰样本为1,003人——考察消费者在ESG与可持续发展背景下对金融服务、银行及保险行业的认知。报告指出，根据欧盟相关指令，波兰已有逾3,000家企业须在2024年发布首份ESG报告；同时，在凯度可持续发展BrandZ指数中评分较高的品牌，其品牌价值在2022年较2021年增长31%，高于全球最具价值百强品牌23%的平均增速。本報告由凱度波蘭（Kantar Polska）為波蘭未來金融基金會（FFP）編製，基於凱度2023年可持續發展行業指數（Sustainability Sector Index）——涵蓋33個國家42個行業共32,000份訪談樣本，其中波蘭樣本為1,003人——考察消費者在ESG與可持續發展背景下對金融服務、銀行及保險行業的認知。報告指出，根據歐盟相關指令，波蘭已有逾3,000家企業須在2024年發布首份ESG報告；同時，在凱度可持續發展BrandZ指數中評分較高的品牌，其品牌價值在2022年較2021年增長31%，高於全球最具價值百強品牌23%的平均增速。

The study segments consumers into four attitudinal groups — Actives, Believers, Considerers and Dismissers — and finds that Poland shows sharper year-on-year polarisation than the global average: between 2022 and 2023, the Actives segment fell by 7 percentage points to 25%, while Believers rose by 9 points to 44%. Trust emerges as central to sustainable change, with 63% of Polish respondents saying they pay a lot of attention to environmental and societal issues in the news, yet 69% in Poland (compared with 67% across Europe) worry that brands engage with social issues purely for commercial reasons, and 52% on average across sectors report having seen or heard false or misleading sustainability claims from brands.该研究将消费者划分为四大态度群体——积极者（Actives）、信仰者（Believers）、观望者（Considerers）与漠视者（Dismissers）——并发现波兰的年度态度分化程度高于全球平均水平：2022年至2023年间，"积极者"群体占比下降7个百分点至25%，而"信仰者"群体占比则上升9个百分点至44%。信任被视为推动可持续变革的核心要素：63%的波兰受访者表示，他们高度关注新闻中的环境与社会议题；然而波兰有69%（欧洲平均为67%）的受访者担忧品牌参与社会议题纯粹出于商业动机，各行业平均有52%的受访者表示曾看到或听闻品牌发布虚假或误导性的可持续发展宣传。該研究將消費者劃分為四大態度群體——積極者（Actives）、信仰者（Believers）、觀望者（Considerers）與漠視者（Dismissers）——並發現波蘭的年度態度分化程度高於全球平均水平：2022年至2023年間，「積極者」群體佔比下降7個百分點至25%，而「信仰者」群體佔比則上升9個百分點至44%。信任被視為推動可持續變革的核心要素：63%的波蘭受訪者表示，他們高度關注新聞中的環境與社會議題；然而波蘭有69%（歐洲平均為67%）的受訪者擔憂品牌參與社會議題純粹出於商業動機，各行業平均有52%的受訪者表示曾看到或聽聞品牌發布虛假或誤導性的可持續發展宣傳。

Within this landscape, the financial services, banking and insurance category performs comparatively well: it ranks third-highest among 42 sectors in Poland for consumer perceptions of meeting sustainability expectations, and records one of the lower perceived-greenwashing scores among sectors surveyed, at 51%, compared with 60% for social media and 58% for meat products. The report attributes this relatively strong position to banks and financial institutions having been among the first businesses to offer dedicated green products and communicate on sustainability to a wide audience. It also finds that consumer expectations of the sector concentrate on the "S" (social) dimension of ESG — particularly business corruption and tax evasion, economic inequality, poverty, and fair wages — rather than purely environmental concerns, pointing to where financial brands can most credibly focus their sustainability communication.在此背景下，金融服务、银行及保险类别的表现相对领先：在波兰42个行业中，该类别在消费者对其可持续发展目标达成程度的认知排名中位列第三；在漂绿感知调查中，该行业的得分也相对较低，为51%，低于社交媒体的60%及肉类产品的58%。报告认为，这一相对优势源于银行与金融机构率先在业务组合中推出专门的绿色产品，并率先就此议题向广大受众展开沟通。报告还发现，消费者对该行业的期待主要集中在ESG中的"S"（社会）维度——尤其是企业腐败与逃税、经济不平等、贫困及公平薪酬等议题，而非纯粹的环境议题，这为金融品牌的可持续发展沟通指明了最具可信度的着力方向。在此背景下，金融服務、銀行及保險類別的表現相對領先：在波蘭42個行業中，該類別在消費者對其可持續發展目標達成程度的認知排名中位列第三；在漂綠感知調查中，該行業的得分也相對較低，為51%，低於社交媒體的60%及肉類產品的58%。報告認為，這一相對優勢源於銀行與金融機構率先在業務組合中推出專門的綠色產品，並率先就此議題向廣大受眾展開溝通。報告還發現，消費者對該行業的期待主要集中在ESG中的「S」（社會）維度——尤其是企業腐敗與逃稅、經濟不平等、貧困及公平薪酬等議題，而非純粹的環境議題，這為金融品牌的可持續發展溝通指明瞭最具可信度的著力方向。