Worldwide, consumers have been surveyed to find out what brands they value most. Havas Media put out the report “Meaningful Brands” which surveyed 134,000 consumers in 23 countries. The report focused on positive perceptions of brands like health, happiness, relationships, and financial well-being.
MediaPost reports that the brands with top marks across all surveyed were Google, Ikea, Dove, Nike and Walmart. In the U.S. exclusively, Amazon, Target, Johnson & Johnson, Campbell’s, and Google were the top five brands.
The survey reports there is an American shift to a demand in value. Consumer focus is more locked into family, savings, stability, health, and safety. Whereas, the American focus a few years prior was on luxury, entertainment and social status.
It makes sense to see the shift from luxury to stability in the U.S. With the economic crash a few years back, consumers had to rearrange priorities. That being said, there was a higher demand for products and companies to be more accountable. Knowing how brands are perceived and consumer priorities, advertisers should be able to use this knowledge to better align the campaign with the target audience.