PA Consulting’s Brand Impact Index: Rivian tops rankings as US consumers pay more for purpose, innovation, and connection
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PA Consulting, the global innovation and transformation consultancy, released today its 2025 Brand Impact Index, ranking Rivian as the top-performing brand in the United States.
The Index, based on a survey of 7,000 U.S. consumers and 360 business leaders, evaluates over 350 brands across customer centricity, dependable delivery, intelligent innovation, conscious creation, and community connection.
Key report highlights:
Consumers prioritize connection over cost
Despite a tightening economy, consumers reject the idea of choosing brands based on cost alone. Nearly 50% of U.S. consumers say they are willing to pay more for brands that understand and respond to their needs – making customer centricity the most influential driver of brand engagement.
AI is transforming consumer-brand relationships
While only 35% of business leaders believe they see a return on AI investment, 60% of consumers are comfortable using AI in brand interactions, and 40% believe AI-driven experiences justify a premium – highlighting a growing disconnect between brand perception and consumer reality.
Purpose drives loyalty
Consumers are searching for a new type of holistic value – one that builds a better world. 77% of consumers lose respect for brands that put profit before the planet and increasingly seek out brands that align with their values and contribute to a better future.
Sustainability is a growth opportunity to build future-ready brands
Despite strong consumer demand, only 15% of business leaders plan to significantly increase investment in sustainability initiatives. This reveals a potentially costly disconnect between consumer expectations and corporate priorities, signaling that organizations are missing a deeper understanding of their customers.
Leading brands recognize that consumers are becoming more intentional with their spending, and these brands are stepping up to offer more than just products. The brands that thrive in this new normal are the ones that go beyond the transaction, meeting customers where they are and delivering real value. Consumers remain loyal to the brands who listen – those that are making a positive impact and building trusted relationships that last.”
The top ten performing brands in the survey are:
| Brand | Category | |
| 1. | Rivian | Luxury and premium vehicles |
| 2. | Samsung | Tech ecosystems |
| 3. | Little Spoon | Baby food |
| 4. | SoulCycle | Fitness studios |
| 5. | Tech giants | |
| 6. | Mercedes-Benz | Luxury and premium vehicles |
| 7. | Urban Remedy | Protein and nutrition |
| 8. | SmartSweets | Confections |
| 9. | Sony | Tech ecosystems |
| 10. | Oura | Wearables |
Consumers today demand more than just quality; they seek brands that align with their values and aspirations. Rivian has emerged as a standout in this regard, recognized by consumers for its approach to customer centricity and conscious creation, all while providing an exceptional user experience. The top performers in our Brand Impact Index reflect a broader trend – consumers connect most deeply with the brands that innovate to deliver personalized interactions while driving social impact.”
Methodology
The PA Consulting Brand Impact Index ranks 350 market-leading consumer brands with innovative offerings, services, or business models across 17 categories. In late 2024, PA Consulting surveyed 7,000 US consumers, reflecting national diversity across age, gender, zip code, race/ethnicity, income, and household composition. The 2025 edition includes expanded executive insights after surveying 360 business leaders in the roles of director and above at brands across a range of 17 product and service categories to correlate brand strength with revenue, profit, and stock performance. Both perspectives highlight the most important ingredients for brand success in a changing world.
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