full view of its effect on our quality of life.
Global findings
- The Meaningful Brands Index outperforms the stock markets by 120% - an outperformance on par with the top hedge funds
- The majority of people worldwide wouldn't care if 73% of brands disappeared tomorrow
- Only 20% of brands worldwide are seen to meaningfully positively impact people's lives
- In the US, this disconnection is higher: people would not care if 92% of brands disappeared; and only 9% of brands notably contribute to improving people’s quality of life
- Unmet expectations explain this:
- In the US, 64% of consumers agree that large companies should be actively involved in solving social / environmental problems
- 71% think companies and brands should play a role in improving our quality of life and well-being
- Only 36% think that brands work hard at improving our quality of life and well-being
- Just 40% of people in the US generally trust brands
- Personal well-being and emotional connection have become increasingly important in 2013. Nevertheless, the most meaningful global brands take a holistic approach, balancing both personal and collective well-being
- Meaningfulness varies across categories:
- Travel & Tourism and Retail are the most valued
- Consumer Goods, Finance & Insurance and Auto brands are at the bottom of the list
- Family, Value/Savings, Stability/Safety and Health are the top increasing priorities, while Luxury/Social Status and Entertainment are the top declining priorities
- Amazon and Target are ranked as No.1 and No.2 (respectively) in 2013, reflecting consumers’ increasing demand for value
- On the contrary, luxury consumer brands are lagging behind in Meaningful Brand Index
- Brands that are growing significantly in meaningful terms:
- Top Flourishing Brands (rank in top 20 and show significant positive growth since 2011) include: Target, Google, Sony, Microsoft
- Target is especially flourishing in meaningful terms and people show more attachment to the brand than in 2011
- Other brands that sharply increase their MBindex: Hyundai, BBVA, Kia, Mars, Panasonic and Wal-mart
- Hyundai shows the highest growths in MB index: 8%
- 44% of brands measured in both the current and 2011 Meaningful Brands study wavesshowed a positive lift in their contribution to people’s quality of life and attachment
- Two Auto brands are becoming increasingly meaningful for promoting energy efficiency(Hyundai) and fair prices (Kia)
- Technological brands are becoming increasingly meaningful, not only for making our lives easier but mostly because they help us connect and socialize with others: Panasonic, Apple, Sony, Google, Samsung, Microsoft
- “Functional” brands (retailers) become meaningful for democratizing people’s access to wellbeing, enhancing better daily lifestyles and delivering more human value: Target, Walmart, Amazon.
- AMAZON
- TARGET
- JOHNSON & JOHNSON
- CAMPBELL’S
- KRAFT
- GLAD
- MICROSOFT
- REYNOLDS
- ORAL B