Global findings
- The Meaningful Brands Index outperforms the stock markets by 120% - an out performance 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 Europe, this disconnection is higher: people would not care if 93% of brands disappeared and only 5% of brands contribute notably to improve people’s quality of life.
- Unmet expectations and a general sense of disillusion can explain this:
- In Germany, 71% of people agree that large companies should be actively involved in solving social / environmental problems
- 62% think that companies and brands should play a role in improving our quality of life and well-being.
- Only 22% think that brands work hard at improving our quality of life and well-being.
- Just 23% of Germans generally trust brands – an absolute low compared to the 41% European average or the 45% Global average.
- Brands need to radically reinvent themselves to reconnect with people, play an important part in people’s lives and avoid getting commoditized.
- Meaningfulness varies across categories: In Germany, Retailers, Consumer Goods producers and car manufacturers are the best valued; whereas Finance & Insurance, ITC and Oil & Energy brands are usually at the bottom of the list.
- Germany’s Top 3 Meaningful Brands are DM, Nivea and Lego.
- A brand that is greatly improving its MB index is Lego.
- Other growing brands are RWE and Telekom.
- Brands relating to consumers – especially retailers, local car makers, toy producers and cosmetics companies are seen as being more meaningful than other sectors.
- At a time when overall life satisfaction in Germany is substantially higher than in much of the developed world, brands need to make a difference to stand out – enriching consumers’ well-being and advancing collective outcomes.
- DM Drogeriemarkt
- Nivea
- Lego
- Volkswagen
- Ikea
- Bahlsen
- Dove
- Lindt
- Obi
- Playmobil
- Retail
- Consumer goods
- Food & Beverages
- Auto
- Finance & Insurance