The FutureBrand Index 2022

QRi Consulting are proud to be FutureBrand’s global research partner for the FutureBrand Country Index 2022, launched on the 28th September 2022. 

The FutureBrand Index is a global perception study that reorders PwC’s Global Top 100 Companies by Market Capitalisation on perception strength rather than financial strength, offering a unique insight into how future-proof the world’s most prominent companies actually are.

Now in its eighth year, the FutureBrand Index is based on rigorous research with a global sample of over 3,000 informed professionals.

Prior FutureBrand Indexes have conclusively demonstrated that the organisations which lead the FutureBrand Index have a measurable competitive advantage, in part due to their standing on national and international stages.  Time and time again, the FutureBrand Index reveals that financial strength does not necessarily translate into perception strength and that, as a result, the findings can often be surprising.

This year’s FutureBrand Index reveals that B2B companies – particularly those which are building the infrastructure and platforms on which human life will thrive in the future – have continued their march to the top of the ranking.

For the first time since our research began, Apple has fallen out of the Top Five. Who has edged it out? Companies, predominantly in Asia which are focusing on future innovation in sectors such as renewable energy.

The FutureBrand Index also reveals an imperative to focus on the ‘E’ within ESG to credibly address the growing threat that climate change poses for both business and the planet.

Amongst all the upheaval, there’s also a surprising success story. Meta Platforms – following a much debated rebrand in late 2021 – has found itself in the Top Five, replacing Apple as one of the last consumer-facing organisations at the very top of the ranking.

The 2022 report also provides a new ranking for the companies who are perceived to be ‘recession-proof’ – of particular interest to business leaders as we approach a global economic downturn.

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