Microsoft has been named the world’s most conscious brand, edging out the likes of Headspace and Pfizer to claim top spot.
Wolff Olins and Hall & Partners has revealed the Conscious Brands 100 list, which surveyed 9,000 consumers about 223 around the world.
The list highlighted brands that were shown to be responsive to people’s needs, moods and culture and that also take responsibility by helping people, communities, and the planet.
The top 10 conscious brands was as follows:
Sairah Ashman, Global CEO at Wolff Olins said the top brands showed how 2020 changed priorities for many people.
“There’s no doubt that 2020 marked a dramatic shift in what we value and what’s essential to us as consumers. Unsurprisingly, it’s the brands that helped us to stay connected and healthy or keep boredom at bay that we’ve come to rely on and value the most. Although the success of a brand like Headspace going globally mainstream points to the rise of a more conscious brand and consumer,” Ashman said.
“It’s also inspiring to see how quickly relatively young brands like Glossier, Oatly and Beyond Meat have won over consumers at a more local level. And it will certainly be interesting to see if the big pharmaceutical brands can sustain the Covid bump they’re currently experiencing.”
Hall & Partners CEO Vanella Jackson said: “There is a growing need and opportunity for brands to show leadership and bring consciousness into their brand and marketing strategies. And, in doing so, help create a virtuous cycle of doing good between business, brands and consumers.
“The ongoing challenge for brands is to connect to their unique role and contribution as a business, clearly linking to their DNA. And doing this consistently and authentically. Anything else risks tokenism. Getting this right means staying even closer to customers, as businesses start to rebuild.”
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