UK consumers feel that only 5% of brands have a positive impact on their sense of well-being, according to a new survey from Havas Media. 

And, most people in the UK would not care if 91% of brands ceased to exist. However, there are opportunities for brands willing to work on their CSR strategies. Two-thirds of UK consumers feel more positively towards companies engaged in social and environmental issues. 

The results in Havas Media’s Meaninful Brand Index (MBi) are based on the views of 50,000 people in 14 countries. 

The index calculates the brands’ impact on health, happiness, values, financial security, society and the environment. 

Retail brands fared well, taking six of the top 10 spots. Marks & Spencer, Sainsbury’s and Unilever were identified as the most meaningful brands in the UK. 

Top 10 meaningful brands (UK): 

1. Marks & Spencer
2. Sainsbury's
3. Unilever
4. Tesco
5. Asda (Walmart)
6. Mars
7. Danone
8. O2
9. Starbucks
10. Wrigley

Top 10 meaningful brands (global):

1. Ikea
2. Google
3. Nestlé
4. Danone
5. Leroy Merlin
6. Samsung
7. Microsoft
8. Sony
9. Unilever
10. Bimbo

Umair Haque, director of the Havas Media Lab points to consumers’ willingness to have a different relationship with brands. He cites the huge opportunity through the use of social media. 

The Financial Times reports that Havas Media plans to extend the research to see whether people will pay more for brands they deem meaningful.

Posted by

Sarah Wright