A staggering 77% of brands could disappear and no-one would care. This is the key finding in our brand new global Meaningful Brands® 2019 study. Not only is this the highest percentage since Meaningful Brands® research began in 2008, this is a major three-point hike on the Meaningful Brands® 2017 results.
Bucking this figure, brands who are meaningful and viewed as making the world a better place are: outperforming the stock market by 134%; and seeing their share of wallet multiply by 9. These brands also lock-in greater returns on KPIs, like 24 points more for purchase intent and 39 points for advocacy.