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Who is the Most Meaningful Global Brand?
By: Kaitlin T. Gallucci
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As we read yesterday, 85% of consumers expect brands to be actively working to improve society and the environment, but only 28% believe that they actually are. Still, some brands have been able to become “meaningful” to consumers.
Havas Media's Meaningful Brand Index measures brands according to their ability to improve consumers’ individual well-being and society’s collective wellbeing. Aspects that affect individuals’ well-being include health, self-esteem, happiness, looking good, and feeling good, while things like transparency, ethics, the environment, the economy, and social issues factor into the collective well-being. While consumers expressed skepticism regarding brands’ “meaningful” intentions, they also revealed:
72% trust brands more if they produce responsible goods.
53% would pay more for products produced in a socially responsible way.
Perhaps most notably, 57% of consumers feel that they can make a company behave more responsibly. As Havas Media points out, consumers feel empowered.
So, which brands do consumers believe are meaningful? According to the Index, IKEA is the most meaningful global brand, followed by Google and Nestlé. Other brands that made the top 20 include Microsoft, Unilever, Apple, P&G, Walmart, and Coca-Cola.

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About the Author
Kaitlin T. Gallucci is a New York based direct and digital marketing strategist. She tweets here.
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