The search for meaning – are brands failing to create connections?

While companies navigate the different valuation methods in a bid to ascertain true brand value, new research has focused on a different intangible – meaningfulness. Ikea, Google and Nestlé lead the way, but the study also found that consumers feel only a fifth of brands have a notable positive impact on their sense of wellbeing and quality of life, with marked differences in the regional attachment to brands.

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