TOP 100 MOST INSPIRING BRANDS IN THE WORLD 2022 what is inspiration?In a personal context, that’s an easy question to answer. Inspiration is the feeling that new possibilities are in front of us and that we can make a change or do something exciting and personally meaningful. 2 Inspire is a global research initiative that uncovers a never-before-identified connection between brand growth and human inspiration. The foundation of Inspire is a rigorous, multidimensional research methodology that includes qualitative and quantitative research across four continents and sophisticated data analytics. Based on over 20,000 interviews, we’ve identified the qualities a brand must embody, the narratives it should weave and the experiences it can design to spark people’s inspiration. The platform launched in 2020 with the “Inspiring Growth” study that explored what makes brands inspiring and how inspiration drives tangible brand growth, resulting in an annual list of the Top 100 Most Inspiring Brands in the World.It showed that inspiration is a process, one where the brand puts forward a new, positive possibility for people that they 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. We feel good when we think and act in an altruistic way. Elevating brands demonstrate a positive impact on society and a caring approach to their customers. This in turn creates a sense that choosing them would help us be the sort of person we aspire to be. It’s measured in our dataset by looking at scores for “cares for its customers,” “socially responsible” and “helpful.” Magnetic. This speaks to the social power of a brand to make us feel like we are making a popular, exciting choice. We derive the Magnetic score by using the scores for “leader,” “best brand,” “would recommend to a friend” and “gaining in popularity.” Motivating. Motivating says that the brand offers something different that will help you accomplish your goals. The metrics that make up Motivating are “good value,” “high performance,” “simple” and “distinctive.”The study showed that 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.inspire →what is inspiration in a brand context? 3 MOST INSPIRING BRANDS IN THE WORLD4 51.6.3.8.2.7.1 7.4.9.5.10.11.16.13.18.12.14.19.15.20.21.26.23.28.22.2 7.24.29.25.30.31.36.33.38.32.3 7.34.39.35.40.41.46.43.48.42.47.44.49.45.50.51.56.53.58.52.57.54.59.55.60.61.66.63.68.62.67.64.69.65.70.71.76.73.72.7 7.74.79.75.80.81.86.83.88.82.87.84.89.85.90.95.93.94.99.9 7.98.100.91.96.92.5 Inspire is a proprietary global platform that explores what makes brands inspiring and what inspires consumers, making Wunderman Thompson the world’s leading researcher into inspiration. The foundation of Inspire is a rigorous, multidimensional research methodology, including qualitative and quantitative research across four continents, and sophisticated data analytics that identifies the qualities a brand must embody, the narratives it should weave, and the experiences it can design in order to spark people’s inspiration. Inspire has two core components: Inspire Score: a brand diagnostic tool that identifies the brand attributes that fuel growth through their power to inspire people, culminating in an annual list of the Top 100 Most Inspiring Brands in the World. Validated by consumer analysis and powered by WPP’s Brand Asset Valuator (BAV) database which contains more than 340,000 brand perception studies covering 57,000 brands worldwide, from over 2,700 categories across 25 industries and 50 markets, over 29 years. The 2021-22 data is made up of over 85,000 studies of 19,000 brands in 722 categories and 26 markets. Inspire InFocus: the world’s largest social study on inspiration that maps the psychological link between people’s deep rooted, often subconscious values systems and their inspiration preferences, enabling us to predict how humanity will be inspired. Inspire InFocus feeds our proprietary syndicated motivational segmentation, which enables brands to apply these powerful insights to target audiences and strengthen their marketing strategies.At Wunderman Thompson we exist to inspire growth for ambitious brands. Part creative agency, part consultancy and part technology company, our experts provide end-to-end capabilities at a global scale to deliver inspiration across the entire brand and customer experience. We are 20,000 strong in 90 markets around the world, where our people bring together creative storytelling, diverse perspectives, inclusive thinking, and highly specialized vertical capabilities, to drive growth for our clients. We offer deep expertise across the entire customer journey, including communications, commerce, consultancy, CRM, CX, data, production, and technology.