The Wunderman Thompson foresight firm launched the “Inspiring Growth” study in 2020 to understand the parameters that make a brand inspiring and desirable to the general public. For the third year in a row, the agency is publishing its ranking of the companies (across all industries) that most influence citizens.
To carry out this survey, Wunderman Thompson has developed a calculation tool that allows to know the “inspiration” index that emanates from a brand. To do this, the firm crossed several tens of thousands of data from consumer studies.
Definition
For Wunderman Thompson, a brand is inspiring when it manages to build a universe that appeals to consumers. It’s not just a matter of making a desirable model, but of proposing a way of life that is “sustainable, responsible or useful to society”. Companies that manage to create such an environment have a significant market share.
Ranking
100 companies (from various industries) are included in this list. Among the top 10 are three cosmetic brands:
• Google
• Apple
• Samsung
• Amazon
• Colgate
• Nestlé
• Dove
• Youtube
• Nivea
• Visa
L’Oreal (#11), Oral-B (#24), Unilever (#61), Head & Shoulder (#77) are also part of this selection.
“The brands at the top of the list are powerful drivers of inspiration, able to get to the center of people’s lives and stay there,” explains Wunderman Thompson. However, nothing is set in stone. 30% of the companies in this ranking were not included last year.
