Rachel's Dairy Brand Clear Leader in UK

UK - With consumers increasingly looking for brands that share their values as citizens (as well as offering great products and services), what do they really think about the UK’s brands & companies? Which brands are seen as a genuinely positive force?
calendar icon 14 May 2012
clock icon 2 minute read

The latest perception of 340 of the top UK brands & companies, examining whether each brand is perceived as a “force for good” by consumers. Key findings include:

  • Around 85 per cent of UK citizens now agree that it is the responsibility of companies, as well as government and individuals to take care of the environment and disadvantaged people in society.

  • Ethical behaviours are on the increase despite the financial crisis and recession: over half of UK adults are now highly or moderately ethical in their behaviours, up from 49 per cent in 2009.

  • In the dairy and yoghurt category, Rachel’s is the clear leader on social equity, followed by Yeo Valley and Flora Pro-activ. The market leader, Muller, is in line with the category average. Dairy and Yoghurt as a sector is an average performer. The Body Shop is the overall best performing commercial brand, followed by Marks & Spencer.

  • Across the survey as a whole, social equity is closely correlated with consumer preference: brands with high social equity are more likely to be preferred by consumers.

survey findings confirm a simple insight which has guided GoodBrand’s thinking for many years: consumers are not just consumers. We all have families, friends, careers, interests, values and beliefs that shape our lives and the choices we make and these are usually much more important to us than our purchasing choices. Companies and brands which understand consumers in the broader context of their behaviour and attitudes as citizens can find new opportunities to connect with them.

“As brands like The Body Shop and Marks & Spencer are demonstrating, the concept of social equity opens up a new competitive landscape for brands that are looking to drive for real loyalty and advocacy amongst today’s “citizen consumers”. This requires companies to push well beyond ticking boxes in the (often little-read) annual CSR report and to start to integrate social equity into their day-to-day products, services, supply chains and brand positioning.

"And by building social equity into the core of the company or brand, they will also improve employee engagement and develop the capacity to deliver long-term shareholder value too.

"GBSEI provides a unique benchmarking and diagnostic tool for companies that want to assess their progress and develop new strategies in this emerging frontier of competition,” said Richard Evans, Managing Partner, GoodBrand Social Equity Index.

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