Nine of the top 10 most engaging brands are those that are pretty established and very familiar to many consumers. The only twenty-first century brand to make the list is Plum Organics, a baby food brand founded in 2007.
“Many people may assume that established CPG brands that have been around long before the age of social media are lagging behind, but the results of the survey indicate that not only are they keeping up, they are doing a better job than contemporary brands born into this era,” says Mary Zalla, Landor’s global president of consumer brands.
The Pulse study uses data from the 2016 Brand Asset Valuator (a database of consumer brand perception), looking specifically at four attributes: cares for customers, trustworthy, social and helpful. It should not be surprising, given those attributes, that brands that have become household names scored the best, Zalla says.
The complete list of top 10 most engaging CPG brands were: Betty Crocker, Burt’s Bees, Dove, Gerber, Johnson& Johnson, Olay, Pillsbury, Plum Organics, Trader Joe’s and Weight Watchers.