Google has topped the UK Conscious Brands 100, judging how consumers view organisations’ responsiveness to peoples’ identities, moods and cultures, as well as ethical, sustainable, moral and social issues.

Wolff Olins and Hall & Partners’ inaugural list of the UK’s 100 most conscious brands also placed AstraZeneca comes in second on the list, followed by Microsoft, the BBC and YouTube respectively.

The full top ten were:
Google
AstraZeneca
Microsoft
BBC
YouTube
Headspace
Amazon
Oatly
Pfizer
Adidas

The global rankings of the 100 most conscious brands saw Microsoft topping the worldwide list, followed by Headspace, YouTube and Pfizer respectively.

The report reflects how the pandemic has changed what values, with consumers prioritising physical and mental health, communication, convenience, human connection and entertainment.

In the UK, Google came out top for its importance in people’s daily lives and scored highly for ‘always finds new ways to inspire me’. It also scored highly for ‘truly embraces diversity and inclusion’.

AstraZeneca, the British-Swedish pharmaceuticals company behind the Covid-19 vaccine, ranked far and away as the leading brand in terms of ‘makes the world a better place’.

Categories that performed best were technology and entertainment. Brands that surprised by performing poorly on the index included Twitter and Facebook, which both did especially poorly on moral performance.

Poorly performing categories were airlines/travel; mobility; fashion; luxury; alcohol and finance. Brands that bucked the trend in these categories included TripAdvisor in travel, Adidas in fashion and PayPal in finance.

Report here.

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