Nubank leads the list with a score of 792, driven by international expansion
A study released by Timelens, a consultancy in the FutureBrand ecosystem, revealed the 30 most future-proof brands in Brazil. According to the ‘Future-Proof Score 2024’, Nubank, Netflix, Mercado Livre, Amazon and Itaú are the first five that stand out for remaining faithful to their purpose – see the complete ranking below.
The study mapped more than 889 brands taking into account aspects such as digital relevance, sustainability and ability to create emotional connections with consumers.
The analysis, which combines quantitative and qualitative methods, evaluates brands in digital and physical components based on an understanding of the brand through the lenses of purpose and experience. The study analyzed more than 22.1 billion searches on Google BR, 285 million spontaneous mentions on social networks; 38.8 million mentions in news.
Nubank, for example, tops the list with a score of 792, driven by its international expansion and ability to offer a consistent and innovative experience to customers. Fintech has established itself as the largest financial services platform outside Asia, with 105 million customers.
As for the sectors mapped, consumer goods remains the most represented in the ranking, with 10 brands, followed by retail [8 marcas] and services [4 marcas].
Companies such as Natura and O Boticário stand out for their commitment to sustainability and innovation, while technology companies such as Apple, Microsoft and Google continue to shape the future with advances in artificial intelligence and augmented reality.
The analysis also reveals that the brands that most challenge their categories are those that invest in technological innovation and in building a long-term vision.
Mercado Livre and Amazon, in turn, stand out for their ability to quickly adapt to market changes, offering unique and highly personalized experiences for consumers.
Finally, the study also observes the brands that had the greatest growth in relation to the 2021 edition. Although the average variation in the 2024 ranking was 1.3%, which indicates relative stability, some were more committed to commitment with the declaration of purpose and engagement with the consumer this year.
Debutants
Another point that stands out in the study are the new companies entering the 2024 ranking. The insertion reflects a diversity of sectors, with traditional brands such as Banco do Brasil and Petrobras, which maintain and improve their relevance to the public by strengthening their essential pillars.
On the other hand, Hering, O Boticário and Porto Seguro are reinventing themselves, transforming their legacy into strategies focused on the customer experience. The Asian companies Shopee and Shein, newcomers to the market, quickly built relevance with differentiated strategies and strong consumer experience.
(Credit: Photo by Alex Wong on Unsplash)
