Jimmy Choo, Downy and Dolce & Gabbana are the most beloved brands among U.S.adults in 2022, according to a new report from Talkwalker and Hootsuite.
The third annual Brand Love Report, analyzes more than 1,500 global brands to understand which brands consumers love the most. The report looked at 20 industries in eight markets and listened to 2.6 billion social conversations. The data is compiled based on three equally weighted scores: Passion, Trust, and Customer Satisfaction (CSAT). The report also considers the brand’s focus on environmental, social and sustainability issues.
“Beloved brands use social to better understand their audience—and what they’re looking for. Beloved brands understand the nuances of each social network well—and are able to use them in ways that improve people’s experiences,” said Maggie Lower, CMO, Hootsuite, in the report. “But, above all else, beloved brands know how to take advantage of the last true differentiator in marketing—creativity. And they have the courage to use it in big ways. Taking creative risks that don’t just stop thumbs as they scroll but that spark joy, love, and loyalty along the way.”
CPG and fashion brands earned seven of the top 10 spots for the most loved brands in the U.S.
Top 10 Most Loved Brands in the U.S.
- Jimmy Choo
- Downy
- Dolce & Gabbana
- Estée Lauder
- Oral-B
- Mercedes-Benz
- KitKat
- Nespresso
- adidas
- HelloFresh
Jimmy Choo’s holiday TikTok advent calendar appealed to many consumers. Influencers like Kim Kardashian shared their love for the brand, which has a “potential reach of 420 million online consumers with 100% positive sentiment.” Downy is so beloved by consumers because of its big investments in social, environmental, and economic sustainability efforts, which has driven positive conversations about the brand with high engagement. Dolce & Gabbana’s influencer love and commitments to make the world a better have made it a top brand loved by consumers.
The report revealed that the consumer brand relationship is evolving. Consumers are re-evaluating their relationships with brands and are looking to patronize brands that support their values, many of which have shifted since the pandemic, said the report. Consumers are looking for brands that deliver good experiences with 71% of people saying they expect a company to deliver a personalized experience, per the report.
“The most loved brands are closer to their customers,” reads the report. “The most loved brands have found ways to close that gap successfully. As consumer behavior continues to evolve, something they often find hard to quantify and hard to fix.”
