Page 3 - BGB2021_Report_Landscape

Welcome to people. At the intersection of all create change - but they don’t know

how. “We need a simple, powerful
these problems is the climate
message to mobilize the masses...”
crisis – an existential threat that
will disproportionately affect the
Best Global most vulnerable populations. If What we know is that no one
company, or brand or government
we settle back into pre-pandemic
trends of unrestricted, unsustainable
can do this alone. The world needs
growth, the climate crisis will have
people, organisations and experts
working together, around the globe,
unimaginable effects on us all.
Brands 2021 This much we know. The radical to make a greater difference. To
act together and to create change
question for brands – including
on a global scale. And, as Manfredi
inspiring behavioural change and
Interbrand – is, what can we do? notes, nothing is capable of
Over the past 12 months, my collaboration like great brands.
human truths team has been
working with a community of So, I invite the community of Best
500 consumers and citizens Global Brands to join Interbrand and
from around the world to the United Nations Development
understand their perspective on Program in our own Act of Brand
n the surface, the Inspired by the data from this year’s climate change. Consumers are Leadership. A united and global Iconic
2021 Best Global study, he writes of brands as “Acts confused, they hear technical Move to re-brand climate change.
Brands report of Leadership.” What this means language, are exposed to unclear
suggests that market is that the most inspiring brands messaging, few benefits and We look forward to working
dynamics are returning are extending their leadership role contradictory calls to action. with you as we move into
Oto a semblance of beyond their direct product category Their insight is important this exciting new space.
normality. In contrast to last year, to confront the biggest challenges and concerning - consumer
the vast majority have recognised we face. Tesla, the biggest riser in the confusion leads to inaction.
growth, and the average brand Best Global Brands report this year,
value increase of the Best Global is driving us towards a low- carbon Just this month, Jeff Beer wrote in
Brands is 10% in 2021, compared future and is a leader in its category. Fast Company Magazine: “When
to 1.3% in 2020. It now seems The work of PayPal and Salesforce it comes to the climate crisis,
that a return to normal is possible, in addressing issues such as Americans have been regularly
yet wasn’t normal the problem? economic equality and reproductive served ... warnings about rising
rights are further examples of temperatures, sea levels, melting Charles Trevail
In last year’s Best Global Brands how the best brands are providing ice caps, and the impending societal Global Chief Executive
report, I noted that businesses systemic solutions to systemic fall-out of it all. And yet it still hasn’t Officer, Interbrand
that are not serving their citizens problems. The most inspiring been enough to convince people
are ultimately managing their own brands are reshaping themselves to act like this is a crisis... That
decline. In this years’ report, we take as true platforms of the possible. disconnect illustrates a distinct failure
this thinking further as Interbrand’s to communicate the severity of the
Global Chief Strategy Officer, However, we must do more. In 2021, climate crisis in a way that sparks
Manfredi Ricca, demonstrates in the momentous challenges we all the required public response.... We
compelling detail how the best global face become more urgent by the need a simple, powerful climate crisis
brands must move beyond being day. We are at a global inflection message to mobilize the masses.”
engines of consumption to become point for economies, societies, Our human behaviour data suggests
catalysts of possibility (see page 4). governments, environments, and the same: 80% of consumers want to

Best Global Brand 2021 Report 3