Novo Nordisk, Thermo Fisher Scientific and Abbott score top spots in annual perception report

Marketing & Strategy: The results of an annual perception study revealed extensive changes in the perception of companies almost three years after the start of the COVID-19 pandemic. Companies who focused on innovation around green energy and sustainable solutions continued their march to the top of the rankings. This reflects the fact that ‘climate change and finite resources’ is now seen as the fastest-growing threat to business success.

In the 2022 FutureBrand Index, healthcare companies continued to do well in an era of mounting health issues and wellbeing needs. Novo Nordisk led the sector, taking 34th spot, a rise of 34 places year-on-year. Thermo Fisher Scientific and Abbott Laboratories also climbed ranks, moving up 21 places to 14 and 22 to 18 respectively.

On its implications for businesses and brands, FutureBrand Australia CEO Rich Curtis commented “With all the instability and uncertainty in the world, it’s never been more important that we study and understand what it takes to transform brands so businesses grow. This latest edition of the FutureBrand Index highlights how the strongest brands are perceived to be ‘moving ahead’ as a result of focusing on people’s wellbeing and inspiring change for the better. Consequently, it’s no coincidence that these brands are solving our world’s biggest challenges. 

“What’s more, we’re seeing B2B brands continue their upward trend, once again leading the way – eight out of the Top Ten in this year’s Index are B2B brands perceived to be at the forefront of the innovations that will shape our future.

“Year-on-year, our research tells us that brands are created with purpose but they’re ultimately defined by the everyday experience. By strengthening that connection, your brand gives your business a measurable competitive advantage – so that more people will want to work for or buy from you.”

FutureBrand Australia Head of Strategy Victoria Berry added “With the benefit of almost a decade of FutureBrand Index data to draw from, it is increasingly clear that what it takes for brands and businesses to become future-proof is constantly evolving. What was once all about delivering consistency across every touchpoint is now a question of demonstrating agility and adaptability to suit the needs of your customers and employees alike. 

“It’s in these moments that matter that brands and businesses are able to establish the foundation of trust that’s critical to building competitive advantage. It should come as no surprise that trust is the number one driver for people wanting to work for or buy from a brand, and we’ve all seen how this has intensified the fierce competition for talent and the put pressure on organisations to live and breathe their employee value proposition, authentically and credibly.”

Key Insights

1. Building a more optimistic and resilient future: This year’s FutureBrand Index revealed that in a world of uncertainty people are looking to those who are building a clear and confident future. Not only do the Top 5 Risers all score well on resilience, but equally over-index on mission and innovation. 
2. Putting people first: A renewed focus on people is evident, with all organisations seen to be ‘moving ahead’ driven by their positive contribution to ‘people’s wellbeing’. A company that respects and enhances people’s lives is also a top driver for attracting talent. 
3. ESG goes mainstream: ESG is now well and truly part of our collective consciousness. As the public becomes increasingly savvy around corporate commitments to ESG, our findings demonstrate that it’s one thing to join the conversation but quite another to practise what you preach.
4. Purpose in practice: Now, more than ever, our professional respondents are saying that it’s not enough for a company to say it has a meaningful purpose and will take action – it must be seen to fulfil its promises, to be fair and honest, to support the community, and to actively contribute to society. In this world, experience has never been more important, as those brands seen to be ‘moving ahead’ all excel in this real-world domain. 
5. B2B branding has never been more exciting: At the forefront of future innovation, top businesses are solving the world’s biggest problems by creating the platforms on which human life is maintained and enhanced. 

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