Wunderman Thompson reveals most inspiring brands for 2022

Google, Apple, Samsung, and Amazon are the most inspiring brands in the world, according to Wunderman Thompson’s ‘Inspire Score: Top 100 2022’.

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Now in its third year, the Inspire Score is Wunderman Thompson’s proprietary diagnostic tool which measures a brand’s inspiration status and uncovers the brand attributes that fuel business growth through their ability to inspire people. The study proves that inspiring brands are able to grow their market share more quickly and charge a higher premium for their products and services than their competitors.

Google once again takes the top spot as the Most Inspiring Brand in the World today. Apple, Samsung, and Amazon remain in the top four for the second year running, cementing their position as powerful inspiration engines thanks to their ability to place themselves at the centre of people’s lives – and stay there. Colgate has taken the fifth spot for 2022 as they strive to reimagine a healthier future for all people, their pets, and our planet.

Mel Edwards, global chief executive officer at Wunderman Thompson, said: As the world’s foremost researcher on inspiration, we have again proven that there is a strong correlation between inspiration and brand growth. The Inspire Score demonstrates how inspiring brands can drive growth in market share and command a price premium, which is increasingly important in the face of these changing economic conditions. The brands at the top of our list have shifted with the zeitgeist and placed themselves at the centre of people’s lives, perfectly positioning themselves to take advantage of inspiration as a powerful lever for growth.”

Neil Dawson, global chief strategy officer at Wunderman Thompson added: “This year’s Inspire Score has taught us that a brand’s inspiration status – and so propensity to grow – is highly dynamic. As the focus of people’s lives change, so may the things that inspire them. Google, Apple, Samsung, and Amazon have once again scored highly given their ability to elevate consumers, make them feel like they’re making a popular, exciting choice, and motivate them to accomplish their goals, but 30% of the Top 100 Most Inspiring Brands in the World for 2022 were not in the Top 100 last year. This reminds us that there is everything to play for when it comes to inspiration – these are metrics that brands can impact, thereby moving the needle on growth.”

Other key insights from the study include:

  • There have been strong gains for mobility brands such as Tesla and Uber as the world has opened up again post-COVID, with a large number of automotive brands also featuring in the Top 100
  • Social media brands have also seen gains, showcasing their role in animating people’s lives and social interactions – physical as well as virtual. The inspiring power of brands such as Instagram and WhatsApp also continue to grow, with TikTok making the Top 100 for the first time this year
  • Streaming brands continue to inspire, too. Netflix is now in the Top 20, and Disney+ is a new entrant in the Top 100 – out-inspiring even its master brand
  • Impulse brands have done well, perhaps because life is becoming a bit more spontaneous again, and beer, spirits and treats have all risen

The ‘Inspire Score: Top 100’ was first launched in 2020 as part of Wunderman Thompson’s global brand study, Inspiring Growth; the world’s largest ongoing research project into inspiration. This explores why brands need to be inspirational, how inspiration drives growth and what brands can do to inspire their customers. Meanwhile, the annual list of the Top 100 Most Inspiring Brands in the World tracks and analyses the brands that are best at inspiring their customers; revealing how inspiration affects a brand’s ability to drive growth in market share and command a price premium.

Find the full ranking here.