For over half of consumers, companies' ethical commitment, if concrete, influences the final purchasing decision.
This is confirmed by the research "The Good, The Trend & The Brand" carried out by Retex and Connexia, in collaboration with the consultancy companies TrendWatching and Brand Finance, now in its second edition and presented today in Milan.
The research, which involved over 1000 users, aimed to investigate the correlation between value sets and performance, including economic, of brands, asking consumers directly which brands best represent the predominant value trends in the current historical context.
In particular, the three macro-trends analyzed were themes such as sustainability, climate change and attention to the environment;
that related to the closeness between the brand and people, inside or outside the company, on issues such as inclusiveness, transparency and authenticity of the brand;
and the sphere close to innovation and technology at the service of users.
And the brands submitted to consumers were those that represent the top 50 of the strongest and most valuable Made in Italy brands in our country, according to the "Italy100 2023" ranking by Brand Finance.
The result of the research awarded Ferrari, which wins over all and conquers, also for this second edition, the primacy in the ranking of the most loved Made in Italy brands.
Also on the podium were Lavazza and Kinder, followed by Nutella and, again, Armani, Ferrero Rocher and Lamborghini, which placed fifth, sixth and seventh.
Also in the top 10 are Ray-Ban, Barilla and Pirelli.
"What I would like to underline is our desire to make a real shared platform available to brands, capable of photographing, year after year, the evolution of the values that have the greatest impact on the purchasing decisions of all of us, thus providing a compass in able to guide even the most controversial and not always obvious corporate choices. With one certainty above all: in the future, investing in intangible assets will have an increasingly tangible value" comments FaustoCaprini, CEO of Retex.
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