Innovation-Focused Companies Create Strongest Brand Perceptions, According To The 2023 Futurebrand Index

A large group of Coca-Cola red cans stacked in a supermarket in Spain.
B&T Magazine
Edited by B&T Magazine

Forward-thinking companies that prioritise technological innovation around products and services essential to people’s lives reigned supreme in the 2023 FutureBrand Index unveiled today.

The data suggests that the future of brands hinges on their ability to avoid the ‘Purpose Void’ – a place where an ever more informed and enquiring public relegates organisations which fail to practise what they preach – and demonstrate genuine corporate purpose through tangible impact.

The most notable risers on the list – which includes Microsoft, Tesla, Unilever, Nestlé and Amazon – are known for their ability to fulfil more fundamental human needs amid increasing levels of global uncertainty caused by climate change, international conflicts, inflation and the rise of AI.

“At a time when a lack of trust is eroding societal confidence, brands must demonstrate their stated corporate purpose through tangible, everyday experiences, now more than ever,” said FutureBrand Australia CEO Rich Curtis.

“For those brands that do, the possibilities are endless. Whether that means getting it right with the all-important basics for everyday experiences or making the right connection with your own people – marketers and non-marketers alike – in order to deliver those experiences across your organisation and its ecosystem of products, services and interactions.”

Tech rivals Apple (No. 1) and Samsung (No. 5) share the Top 5 with business-to-business companies posing the backbone of people’s everyday lives. CATL (No. 2) is enabling the future of transport with its EV batteries, while the microchips produced by TSMC (No. 4) power everything from smartphones to AI. Finally, NextEra Energy (No. 3) develops renewable energy solutions in a world teetering on the edge of a climate crisis.

“Brands have never been more tangible. You can buy them, sell them, eat them, work for them, even walk inside of them and experience them every day,” added Curtis. “Brands must be beacons of purpose-based action if they’re to play a meaningful role in people’s lives. Our survey respondents identified the most future-thinking brands as those whose clear visions of change for the better are matched by their authenticity in both words and actions.”

The newly released index, produced by brand-led business transformation company FutureBrand, focuses on 100 companies with the largest global market capitalisation, as determined by PwC. The index is based on research around brand perception and includes an in-depth survey of business professionals in 15 countries.


Notable FutureBrand Index insights:

AI investment polishes brand halo: Actively investing in emerging technologies such as AI is an essential factor driving a company’s brand perceptions success. Leading AI software and chips supplier Nvidia ranks in No. 8, while ASML, which provides equipment chipmakers use to produce AI chips, came in No. 9. Other brands forging ahead in AI also jumped up the list, including Microsoft (No. 6) and Intel (No. 22).

Consumer brands make a comeback: Over the last two years, the FutureBrand Index has tracked B2B businesses as they have marched up the Top 100. But with economic and geopolitical uncertainty persisting into this year, consumer brands have leapt back up the list. Amazon (No. 16) jumped 15 places YoY, a sign that its inflation-proof pricing models and commitment to speed and convenience are more imperative than ever before. In addition, Unilever came in No. 18 – a rise of 13 places since it was last featured in the index in 2021, and Nestlé (No. 20) returns to the Top 20 for the first time since 2015.

Corporate responsibility efforts bolster brand ranking: Overall, companies that are known for trust, respect, resource management, and dedication to their mission ranked higher on the list. Companies that displayed a corporate conscience and responsible governance resonated strongly as seen by the performance of NextEra Energy and CATL.

Apple, Google, Microsoft, Amazon and Coca-Cola were deemed the most valuable companies in terms of the perception of their diversity, equity, inclusivity, belonging, and accessibility (DEIB) efforts. Apple, Amazon, Tesla, Microsoft and Google ranked as the companies when it comes to implementing more circular business models.

“Signature moments have a pivotal role to play in turning strategy into reality, but it is equally important simply to get the basics right and do the little things well. This starts with having a relevant purpose that supports what people really care about today, and then making that real for them. It’s those everyday experiences that can sometimes make the biggest impact, every day,” said Victoria Berry, FutureBrand Australia’s Head of Strategy.


Notable sectors’ key insights:

Consumer Discretionary:

●      Consumer discretionary is this year’s dominant sector, as today’s unsettled economic and political environment drives people towards companies providing quality and safety in their everyday lives.

●      Of the 10 consumer discretionary brands in the Top 100 this year, four now sit in the Top 20, including Tesla (No. 7), Nike (No. 12), Toyota (No. 15) and Amazon (No. 16).


Information Technology:

●      After two years as the index’s top sector, information technology continues to be regarded as important, coming in as the second-best performing sector in 2023.

●      Six out of the index’s Top 10 brands are from the information technology sector, including Apple (No. 1), TSMC (No. 4), Samsung (No. 5) and Microsoft (No. 6), Nvidia (No. 8) and ASML (No. 9).


Consumer Staples:

●      The sector has also shown a strong performance among this year’s Top 100, with companies experiencing growth in brand attributes that ‘make lives better.’

●      Unilever and Nestlé have launched into the Top 20 this year, coming in No. 18 and No. 20, respectively. Anheuser-Busch InBev has similarly catapulted up the list (up 25 places to No. 39), while L’Oreal has risen 16 places to No. 42.


Energy & Utilities:

●      Despite a persistently challenging market for energy and utility firms, there were some huge jumps up the Top 100 within the sector this year.

●      Last year’s leader NextEra Energy remains in third place – a testament to its work developing renewable energy solutions in a world teetering on the edge of a climate crisis.


Communications Services:

●      Companies that play a critical role in keeping people across the world connected via its internet and mobile networks have improved their positions, including AT&T (up 32 places to No. 38),  Verizon (up 10 places to No. 63), and T-Mobile (up six places to No. 84).

●      Meta Platforms has slid down 12 places to No. 17. Still, the business remains far ahead of its 2021 placement, when it came in at No. 49.

Please login with linkedin to comment

Latest News

Archibald Williams Wins NBA Digital, Activation & Fan Engagement Accounts For APAC
  • Media

Archibald Williams Wins NBA Digital, Activation & Fan Engagement Accounts For APAC

Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]

QMS Champions Creativity As First Most Contagious APAC 2023 Sponsor
  • Advertising

QMS Champions Creativity As First Most Contagious APAC 2023 Sponsor

Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]

OMG’s Annalect First To Get Meta’s Advanced Analytics
  • Technology

OMG’s Annalect First To Get Meta’s Advanced Analytics

Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]

AKQA Launches Eco-Conscious AI DIY Assistant Encouraging People To Gift More Sustainably
  • Technology

AKQA Launches Eco-Conscious AI DIY Assistant Encouraging People To Gift More Sustainably

WPP’s AKQA has launched, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]

Marc Collister: AI & Automation Set To Revolutionise Creativity In 2024
  • Opinion

Marc Collister: AI & Automation Set To Revolutionise Creativity In 2024

Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]


by B&T Magazine

B&T Magazine
Zeno Group Australia Bolsters Client Offerings With An Expanded Creative Services Portfolio & New Senior Leader
  • Marketing

Zeno Group Australia Bolsters Client Offerings With An Expanded Creative Services Portfolio & New Senior Leader

Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]

Assembled Media Inks TikTok Creator Campaign for BIC
  • Campaigns

Assembled Media Inks TikTok Creator Campaign for BIC

Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]

Big data and analytics visualization technology with scientist analyzing information structure on screen with machine learning to extract predictions for business, finance, internet of things
  • Media

IAB Launches Fourth Module In Its Marketing Measurement Innovation Series

IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]

Aerial view of a coal fired power station with large cooling towers emitting co2 into the atmosphere. With its lights already turned on the power station is illuminated in moody twilight.
  • Media

Scope3 Expands Carbon Measurement Capabilities To Include DOOH Advertising

Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising,  announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]

January 14, 2023 - New York, New York, USA: 2023 NRF Big Show press conference with Composition 2024 NRF Singapore.    Photo by Ian Wagreich / © Ian Wagreich Photography
  • Marketing

Now Open For Registration – NRF 2024: Retail’s Big Show Asia Pacific

NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]