Amazon has topped a list of the most ‘meaningful’ brands in the UK with 64 per cent of people saying they would care if the retailer disappeared. M&S and John Lewis – viewed as ‘ethical’ heritage brands – followed Amazon, with discount retailer Aldi and Sainsbury’s rounding off the top five.
The study was conducted by Havas and a survey of 300,000 people over 34 countries covering 1,000 brands across 12 industries.
The Meaningful Brands metric is related to how consumers’ quality of life and wellbeing connects with brands at both a human and business level. Specifically, it looked at the role Read full story ›
Source: The Drum
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