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, internal or external to 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 "Italy 100 2023" ranking by Brand Finance.
The result of the research rewarded 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, who placed themselves in fifth, sixth and seventh position.
Also in the top 10 are Ray-Ban, Barilla and Pirelli.
While in eleventh position a well-known large-scale retail trade brand appears: Conad, followed by Valentino, Esselunga and Coop.
In fifteenth position Maserati, followed by Versace, Gucci and Dolce & Gabbana.
Intesa Sanpaolo ranks in nineteenth position, while Prada closes the top 20. “The insights that emerged from the second edition of “The Good, the Trend and The Brand” created by our research center are truly many and not at all obvious.
– comments Fausto Caprini, CEO of Retex – It is sufficient to leaf through the white paper created for the occasion to realize this.
What I would like to underline, however, is our desire to make a truly 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, providing thus a compass capable of orienting 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."