The results of the 2022 FutureBrand Index, the annual perception study of PwC’s Top 100 companies, have revealed extensive changes in the perception of global companies almost three years after the start of the pandemic.
B2B companies – particularly those in the East, focused on innovation around green energy and sustainable solutions – continue their march to the top of the rankings. This reflects the fact that ‘climate change and finite resources’ is now seen as the fastest-growing threat to business success.
Meta Platforms, Inc. was a surprising success story, having experienced a significant boost in perception since rebranding in late 2021.
The platform rose 44 places to land the fifth spot in the rankings behind Nextera Energy in the top spot, Reliance, CATL and Tata in the top 100 brands.
The report recalled Google’s transition to Alphabet “significantly damaged” the company’s percent, and it fell in the FutureBrand Index. Meta’s rebrand seems to have had the opposite effect according to the Index.
A LATAM professional said in the report: “Because the technology will keep growing with virtual reality, metaverse and everything that engines the world of robotics, I see a great future.”
Meanwhile, Apple has fallen out of the top five for the time since the FutureBrand’s research began. It was 2021 taken seventh place.
But it the tech giant is ranked in the top five companies perceived to be leading on climate change and the environment, having a positive impact on society, corporate governance and DEIBA (diversity, equity, inclusivity, belonging and accessibility).
Rich Curtis
FutureBrand Australia CEO Rich Curtis said of the 2022 FutureBrand Index and its implications for businesses and brands: “With all the instability and uncertainty in the world, it’s never been more important that we study and understand what it takes to transform brands so businesses grow.
“This latest edition of the FutureBrand Index highlights how the strongest brands are perceived to be ‘moving ahead’ as a result of focusing on people’s wellbeing and inspiring change for the better. Consequently, it’s no coincidence that these brands are solving our world’s biggest challenges.”
“What’s more, we’re seeing B2B brands continue their upward trend, once again leading the way – eight out of the Top Ten in this year’s Index are B2B brands perceived to be at the forefront of the innovations that will shape our future.
“BHP is a good example of an Australian B2B brand benefitting from a strong vision and clear future focus. It’s these attributes that will make BHP highly resilient if and when a recession hits our local economy, a key benefit of building a strong brand.
“So too it’s reassuring to see Commonwealth Bank grow its market capitalisation to re-enter PwC’s Top 100 Companies and this financial growth is testament to the increase in the strength of its brand perceptions.
“Year-on-year, our research tells us that brands are created with purpose but they’re ultimately defined by the everyday experience. By strengthening that connection, your brand gives your business a measurable competitive advantage – so that more people will want to work for or buy from you.”
Victoria Berry
Victoria Berry, FutureBrand Australia head of strategy, added: “With the benefit of almost a decade of FutureBrand Index data to draw from, it is increasingly clear that what it takes for brands and businesses to become future-proof is constantly evolving.
“What was once all about delivering consistency across every touchpoint is now a question of demonstrating agility and adaptability to suit the needs of your customers and employees alike.
“It’s in these moments that matter that brands and businesses are able to establish the foundation of trust that’s critical to building competitive advantage.
“It should come as no surprise that trust is the number one driver for people wanting to work for or buy from a brand, and we’ve all seen how this has intensified the fierce competition for talent and the put pressure on organisations to live and breathe their employee value proposition, authentically and credibly.”
Now in its eighth year, the FutureBrand Index is a global perception study that reorders PwC’s Global Top 100 Companies by Market Cap on perception strength, rather than financial strength, drawing on rigorous research with a global sample of over 3,000 informed professionals.