Meaningful Brands Index Seeks to Grow UK Consumer Loyalty
A new survey has revealed the highest rated 'meaningful brands' in the UK - M&S in first place, followed consecutively by Sainsbury's, Unilever and Tesco.
Brands were identified as the "most meaningful" by making "a significant contribution to our lives and communities" and therefore earning the strongest consumer loyalty.
The study by Havas Media also found that a brand's impact on "collective wellbeing" is considered less important by UK consumers than other countries.
The Britons who were surveyed felt that only 5% of brands have a positive impact on their sense of wellbeing and quality of life, which is well below the global average of 20%.
In addition, the majority of the UK public would not care if 91% of brands ceased to exist.
Havas Media have said these results show that UK brands have a huge opportunity to increase the impact of their public impact by better communicating their long-term CSR objectives.
The purpose of the study and the creation of a Meaningful Brands Index are to "connect quality of life and wellbeing to brands", plus offer a new framework to measure and build brand value "in the context of today's demanding environment".