Dawn tops PA Consulting’s Brand Impact Index

The article notes that Dawn was the top-ranked brand in PA Consulting’s 2024 Brand Impact Index, which surveyed 7,000 US consumers. Respondents ranked 320 brands across 30+ industries on whether the brands create a better future and how much they would recommend them.

Although 84% of US consumers are disappointed with the current state of the world, 74% think brands have a crucial role to play in driving positive change. Meanwhile, a majority (55%) of consumers said they only buy from brands that make a positive impact on the world.

Dawn, the top-selling dish detergent in the US and a portfolio brand of Procter & Gamble, scored highly in innovation, where it was lauded for products that are user-friendly and save water and energy. The brand was also recognized for its sustainability work, including its partnership with wildlife organizations to clean animals affected by oil pollution.

“Consumers are looking to the brands they love for leadership in creating a world that is more equitable and sustainable,” said Chris Fosdick, growth strategy expert, PA Consulting. “Dawn is a well-known, familiar, time-tested brand found in many US homes and they are also one of the rare CPG brands that conjures an immediate association with doing something positive in the world. Therefore, it seems fitting for Dawn to be ranked first in the Brand Impact Index.”

Rounding out the top three brands were PetSmart and Band-Aid.

The highest performing brands enjoy strong loyalty, with three-quarters or more of consumers being more likely to try new products from them, consider them the only option, and pay a premium for them. 

The highest ranked brands tended to be household and personal care products focusing on hygiene, as well as sports brands. Ranking low were social media platforms and media and broadcasting organizations.

Millennials had even higher expectations for brands than Gen Z’s did, while boomers held somewhat lower expectations.

Top-performing brands in innovation were technology firms such as Apple, Microsoft, and Samsung.

In terms of understanding their consumers, the top-ranked brands were from food, personal care, and homecare – including Breyers, Lego, Disney, and KitchenAid.

“Great brands are so much more than commodities; they are catalysts for change. In an era of disillusionment and disruption, the brands most favored by consumers are those offering hope for a better future,” said Jorge Aguilar, growth strategy expert, PA Consulting.