Global tech brands including Google, Microsoft and Samsung have topped off Carat's recently launched Brand EQ index for Australians.
The Brand EQ Index is a proprietary piece of research ranking and revealing the most emotionally intelligent brands in Australia and across the world.
Microsoft is also one of the highest achieving brands in Australia’s Top 20, scoring 72% along with Google.
Other brands include Samsung, eBay, Kellogg’s, Netflix, Coca-Cola, Nike and Gillette which scored 65% and above.
Below that is Nivea on 64%, Ikea, Subway and Philips on 63% and Adidas, Apple, KFC and Panasonic 62%, with Mercedes and MasterCard both on 60%.
“As the world becomes more technical and more complex, we can lose sight of what we ultimately do in media and marketing – and that is to understand real people and design experiences that add value to their lives,” Carat CEO ANZ Sue Squillace says.
“Through our research, we know that ‘human’ brands outpace their competitors and drive stronger business performance. That is why our new positioning and process ‘Designing for People’ is rooted in design-thinking principles of empathy and agile collaboration to bring different disciplines together to work at pace and design customer centric experiences."
Beginning in March 2020, Carat surveyed 10,000 people about their perceptions of 48 globally known brands in five categories: retail, food & drink, technology, automobile and financial services.
Respondents in ten markets evaluated how well they think brands are doing in different areas of emotional intelligence: empathy, self-awareness, social skills, internal motivation, and self-regulation.
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