ANA Tool Tracks Consumers’ Perceptions Of Brands’ Environmental, Social And Governance
The Association of National Advertisers (ANA) and its Center for Brand Purpose has launched the ANA/Swayable ESG Brand Perception Index, a new measurement tool that ranks national brands according to their environmental, social and governance impact. The index is based on daily surveys of consumer opinions on the ESG performance of more than 400 brands and was created in partnership with Swayable, a research technology platform vendor that specializes in consumer insights.
The Index currently tracks brands across seven verticals, with the ability to add more in the future. The verticals are: Retail, Fast Moving Consumer Goods (FMCG), Travel, Insurance, Finance, Health Care and Media/Entertainment.
“Brands today are more conscious of their ESG impact than ever, and rightly so,” says ANA CEO Bob Liodice. “The new ANA ESG Index will provide marketers with a valuable new tool to help them objectively gauge how their brands are being perceived by consumers, thereby becoming a crucial asset to growth.”
The Index is hosted on the ANA website and lists the top 20 ranked brands per vertical along with key insights.
The surveys conducted to create the index are based on a sample of over 15,000 consumers age 18 and older and are updated monthly. Each consumer respondent is asked to score 10 brands randomly selected from a single industry vertical. Respondents are asked questions on brand familiarity, purchase intent, environmental and social impact, and level of trust in brand governance in addition to answering a range of demographic, attitudinal and behavioral segmentation questions. An overall score is then calculated based on a scaled average of the Environment, Social and Governance metrics.
“Some companies make serious investments in doing the right thing,” says Swayable CEO James Slezak. “How that translates through to consumer demand is something we’re very interested to model and get into the hands of brand decision-makers.”