We have partnered with Morar to conduct 2 rounds of research with consumers in the UK and are on our way to a third round shortly. We are testing 150 brands with 2,000 consumers across the UK. We will publish the results of the research shortly, but here are a few teasers in the meantime:

No. 1

People do care about the messages that companies promote (nearly 100% had an opinion on this subject)  through their brands and strongly feel that companies need to consider the effect their messages have on the general public (over 80% in each group, reaching a maximum of 93% in the under 25’s group).

No. 2

Understandably, some brands perform better than others. While there are many controversial brands, our effort is focused on understanding how the best performing brands influence society so we can learn to repeat this success for other companies.

Civil Branding Heroes: the top scoring brands

Civil Branding Advocates: high scoring brands

We would like to thank our sister agency, Morar Consulting for helping carry
out this research.