NEW YORK (MainStreet) — There are countless companies in the world, but only a few actually have a meaningful impact on their customers’ lives, one new study shows.
Havas Media, a communications group, surveyed some 50,000 people around the world for their thoughts on 300 global brands and found that just 20% of these brands had a positive impact on the personal and collective well-being of consumers. In the U.S., the percentage is a significantly lower 5%.
Needless to say, measuring how “meaningful” a brand is to customers can be a little harder than measuring its sales, but Havas developed a Meaningful Brand Index that took into account how those surveyed rated each brand’s influence on their health, happiness, financial security and several other factors.
As the researchers behind the report point out, creating a brand that has a meaningful impact on consumers isn’t just a luxury now, it’s essential. The survey results showed that customers would not care if 70% of brands went away tomorrow, which suggests the lack of connection customers have with most brands. On the other hand, more than half of those surveyed said they would buy more products from companies they deem to be responsible businesses.
“It’s clear from our analysis that we need to take a new look at the relationship between brands and consumers,” says Hernan Sanchez Neira, CEO of Havas Media Intelligence. “Nowadays we want so much more from brands than just promises or stories. Brands that manage to create better relationships dominate the marketplace.”
Here are the 20 brands that the study found to have the most meaningful impact on consumers’ lives:
5. Leroy Merlin
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