Brand Impact Index 2025
Achieve growth in a world of flux
In a rocky socio-economic climate, consumers look to brands for honesty, rewards for loyalty, and great experiences. In that order.
Half of consumers will spend more on customer-centric brands. But they also want brands to go further, creating better growth and a better future. We know this because we asked 7,000 US consumers to rank over 350 brands, uncovering the drivers behind their decisions. We also spoke to 360 executive leaders to examine their response.
of leaders have pivoted their strategies following the US election
of consumers say brands play an important role in delivering a positive human future
of leaders see customer centricity as the most influential component driving brand loyalty
of consumers are comfortable using AI tools in brand interactions
A new kind of value
Cost still matters, but consumers are redefining value. Top performers go beyond transactions, delivering standout experiences and communicating in an honest, open way. At the same time, consumers expect brands to help shape a more positive human future. But what does it take to deliver on both fronts?
Five components for better growth
Our Index explores brand performance in the context of five core components, offering provocations for bigger impact across:
- Customer centricity
- Dependable delivery
- Intelligent innovation
- Conscious creation
- Community connection.
Shape, or stall?
Our research surfaces gaps between business priorities and consumer expectations, while spotlighting the brands that are bridging them to build more resilient futures. It also explores the behaviors of ‘shapers’ – the executives we spoke to who are shifting their strategies to answer the call from consumers.
How we can help
We help organizations make the leap and take the lead, partnering with clients to envision and build new growth platforms across brands, products, services, and experiences.
Working with you, our unique teams of strategists, designers, scientists, technologists, and engineers can help at every step of the journey. We unlock innovation to make better growth a reality for your organization, and creating a virtuous cycle of growth.
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