PA Consulting's Brand Impact Index: Dawn Ranked Top for US Brand Perception

New index ranks US brands that are a force for good, creating value and delighting customers.

The PA Consulting Brand Impact Index 2024 survey finds US consumers are looking for brands to be a catalyst for a better world, with 70% expecting them to be responsible for building a healthier planet. However, for brands to perform well with consumers, they must first focus on product innovation, quality, customer service and experience. The survey of 7,000 US consumers shows that:

• While 84% of US consumers are disappointed with the current state of the world, 74% believe that brands have a crucial role to play in driving positive change.
• 80% expect brands to demonstrate their commitment to people and profits.
• And more than half of US consumers (55%) only buy from brands that make a positive impact in the world.

Consumers ranked brands based on whether they create a better future, and how much they would recommend them. Dawn was ranked as the top-performing brand and was scored highly for its approach to innovation, where it has produced products designed to be easier to use, and that save water and energy. Consumers also recognized the brand's sustainability work, as demonstrated through its partnership with wildlife organizations to clean animals affected by oil pollution.

The top ten performing brands in the survey are:

1. Dawn (household)
2. PetSmart (retail)
3. Band-Aid (personal care)
4. UPS (shipment and delivery)
5. Betterment (retail banking and investment)
6. Tide (household)
7. Plum Organics (food)
8. Levi's (apparel)
9. Dove (personal care)
10. Campbell's (food)

In addition to delivering dependable products and services, these brands deeply understand their customers, make consumers feel good about doing business with them, and innovate to continue satisfying demand.