A study of consumer passions and brand devotion
We are delighted to introduce Savanta's Top 100 Most Loved Brands report – a recognition and celebration of the most emotively connected brands in 2022.
We've canvassed over 200,000 UK adults on their feelings towards more than 2,000 brands. We've used the results to bring together a list of the most loved top 100 brands which have truly captured the hearts of the UK public.
Different brands are demonstrating different approaches - some show solidarity by slashing prices, whilst others win our hearts by striving to make more meaningful connections.
With the COVID-19 crisis now under control, we celebrate the brands that are there for us through the good times and the bad. Our favourite brands are emotionally tuned-in to our changing needs – they are high-quality companions during periods of calm, lending a helping hand in times of need.
A year on from the last of the lockdowns and social distance restrictions, there have been signs of our old lives returning. We’ve been back to the workplace, shopping, catching up with friends and family, and eating out (no longer to ‘help out’).
And yet, we are now faced with a new set of challenges. The growing cost-of-living crisis is impacting all our lives and it threatens to have a knock-on effect on the relationships we have formed with our most loved brands. In this climate, we as consumers will need to increasingly prioritise the things that add real value to our everyday lives. This presents a true test for brands, as they fight for their audience’s affections.
The power of Brand Love isn’t a curious thing. It’s clear from our list, looking at the Top 100 Most Loved Brands in the UK, what their key characteristics are and what they’re capable of. Whether that’s providing comfort in a crisis, offering distractions from our real-life dystopia, or simply giving us what we’re looking for as conveniently and cost-effectively as possible. Different brands are demonstrating different approaches – some show solidarity by slashing prices, whilst others win our hearts by striving to make more meaningful connections.
Across demographics, our data shows the key trends behind brands’ ever-evolving relationships with their customers. Tracking engagement via our BrandVue platform, we see that no matter if love is loyal or short-lived, it cannot be taken for granted. The following pages show the success stories – and lessons to be learnt – for the UK’s Top 100 Most Loved Brands 2022.
Download the report to discover the Top 100 Most Loved Brands of 2022 here.