HSR Specialist Researchers prepared the study “Transforming Brands”, which aims to identify companies that are building relevance with the consumer.
According to the survey, of the 20 companies most remembered by consumers, the three most mentioned were the Brazilian companies Natura, O Boticário and Magalu.
To carry out the study metrics, three pillars were worked: image attributes, brand visibility and power voice (brand presence on social networks). The pillars of ESG and ASG, which means adopting best environmental, social and governance practices, were also evaluated,
The result showed that 84% of consumers believe that brands should support social causes and inclusive movements, 66% prioritize companies and brands that have actions focused on diversity and social inclusion and 69% prioritize companies and brands that have actions focused on environmental sustainability .
The cut of generations made by the survey showed that 9 out of 10 consumers, aged between 18 and 25, prioritize brands and companies aligned with some social cause.
“In the result of Marcas Transformadoras, it is possible to see that the next generation, especially those that are entering the labor market or that are still in their mid-career stage, increasingly value companies that support social causes and are more aware of the social respect for Afro and LGBTQIA+ communities. In addition, they also value companies that promote and have initiatives that have a positive impact on the environment”, said Valéria Rodrigues, managing partner of HSR Shopper Experience.
In the ranking of the 20 most remembered brands by consumers are: Natura, O Boticário, Magalu, Netflix, Nestlê, Avon, Mercado Livre, Coca-Cola, Samsung, Lojas Americanas, Itaipava, Amazon, Nike, iFood, Cacau Show, Unilever, Ambev , J&J, Salon Line and Apple.
Of these companies, compared to the “Transforming Brands of 2020”, ten gained more relevance with the entry of ESG: Unilever, Natura, Coca-Cola, Samsung, C&A, Avon, Mercado Livre, O Boticário, Nestlê and Lojas Americanas.
“Among the companies that gained relevance from 2020 to 2021, we see that the consumer is aware of the future and, therefore, we see some paths for transformation. First, the concept of sustainability has expanded and requires companies to adopt a leading position. In addition, ESG has gained relevance in the financial market and large investors are already prioritizing this as much as the end customer is increasingly looking at this concept. And, finally, the brands recognized as transformative build more lasting relationships with their customers”, added Valéria.