On today’s Business Beat, Jeff discusses a poll from Wolff Olins and Hall and Partners that found the top companies the public finds to be the most conscious brands.
Tune in to the Business Beat, below, to learn which companies are named as the most conscious brands:
“Now look, whether you’re a small company or a big company, your brand is more important than ever these days.”
– Jeff Sloan
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Good morning, Guy!
At a time when what your company stands for matters more than at any time in recent memory, an important poll has just been released, announcing companies who the public views as the 100 most conscious brands, and the inaugural list was announced by Wolff Olins and Hall and Partners and involved brands being rated across six criteria that were considered crucial to being described as a conscious brand.
Now, one thing we know for sure is that the pandemic has created shifts in the importance of how a company’s brand is perceived. Consumers want to see brands authentically take stands on issues today, such as equality and sustainability, by way of example.
Topping the global survey of 9,000 consumers, well, it’s Microsoft coming in at number one. Second on the list is the mental wellness company Headspace, followed by YouTube, Pfizer, Google and Netflix, respectively, rounding out the top five. Sairah Ashman, global CEO at Wolff Olins, said, “2020 saw a dramatic shift in how consumers value what is seen to be essential in a brand.”
Unsurprisingly, it’s the brands that helped us to stay connected and healthy or to keep boredom at bay that we’ve come to rely on and value the most. According to Ashman, Microsoft scored highly for the important role it was found to play through its video platform, Microsoft Teams, which helped workers and businesses cope with remote working during the pandemic restrictions.
The company also leveraged its technology to support research into the virus and donated billions of dollars to nonprofits and diverse-owned businesses last year, it claimed. Now, Headspace ranked high during a year in which greater emphasis seemed to be placed on mental wellness. Their platform offered meditation and mindfulness activities that was instrumental to many during the pandemic.
Now look, whether you’re a small company or a big company, your brand is more important than ever these days.
I’m Jeff Sloan, founder and CEO of StartupNation.com, and that’s today’s Business Beat on the Great Voice of the Great Lakes, WJR.