Today we launched our third annual Inspire Score. Our Inspire Score proves inspiration is a process, one where the brand puts forward a new, positive possibility that people feel compelled to take advantage of. Based on research into inspiration in the field of motivational psychology, we determined that inspirational brands score highly on three factors: Elevating, Magnetic, and Motivating. Our study has shown that inspiration matters – a brand’s Inspiration Score, based on how strong it is across those three factors, is highly predictive of its ability to drive growth in market share and command a price premium.
As we come out of COVID into a new set of economic changes, so may the things that inspire people. Some brands will benefit from these shifts in the zeitgeist; others will need to change course as consumers’ focus changes in order to stay in the inspiration spotlight.
Google once again takes the top spot, with Apple, Samsung, and Amazon remaining in the top four for the second year running.
30% of the 2022 Top 100 brands were not in the Top 100 last year.
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
