Twelve months ago, and against the backdrop of a global pandemic and other significant disruptions, we unveiled the FutureBrand Index (FBI) 2020 – a first look of how brands were faring, and a glimpse at how customer sentiments and expectations were being reframed.

Today we follow up with the FutureBrand Index 2021,  at a time when it is becoming increasingly clear that the experience of 2020 super-charged public worry as our worst fears for our health, wealth, environment and society were escalated and conflated. Amidst the chaos however, lies great opportunity. For the first time, we have real change at the top of our Index. Only Apple  has stayed the course.

What our research reveals is that today’s thriving companies are those prioritising innovation to consistently impact individual well-being and drive change for good at scale. There are some familiar  names but it’s the newcomers to which company managers might wish to pay most attention.

Alongside a renewed focus on corporate purpose and  an elevation of ESG-orientated behaviours, we predict  a new era of opportunity for companies that create the platforms and infrastructures on which human life can thrive into the future. From energy to entertainment, consumer staples to corporate finance, those companies that are able to convince customers, employees and investors, today, that their approaches and offerings  will be category-defining tomorrow, will enjoy long-term and significant competitive advantage.

Armed with a unique dataset, established over seven  years of research, FutureBrand are perfectly placed  to not only assess which brands will rise to the challenge ahead, but also advise on how those who are missing  the mark can recalibrate to seize the opportunity.