FutureBrand-Index-2022

The FutureBrand
Index 2022

A unique brand perception study that
surveys informed business professionals
about the world’s largest companies.
September 2022

In partnership with

FutureBrand Index 2022 Introduction

Executive This year’s FutureBrand Index reveals
Summary 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 replacing Apple as one of the last consumer-
began, Apple has fallen out of the Top Five. facing organisations at the very top of
Who has edged it out? Companies, the ranking.
predominantly in Asia, which are focusing
on future innovation in sectors such as The 2022 report also provides a new ranking
renewable energy. for the companies who are perceived to be
‘recession-proof’ – of particular interest
The FutureBrand Index also reveals an to business leaders as we approach a global
imperative to focus on the ‘E’ within ESG economic downturn.
to credibly address the growing threat that
climate change poses for both business Finally, for the first time – in partnership with
and the planet. our IPG partner agency, Kinesso, this year’s
FutureBrand Index includes a deeper analysis
Amongst all the upheaval, there’s also of our historical data (2014–2022) from
a surprising success story. Meta Platforms – a data science and organisational behaviour
following a much debated rebrand in late perspective, adding richer insights and
2021 – has found itself in the Top Five, a greater nuance to our findings.

2 Copyright © 2022 FutureBrand

FutureBrand Index 2022 Introduction

E is for Emissions Our 2022 ranking underlines the major shift that
began last year; it’s no longer enough to just talk
about what you’re going to do, businesses must
tangibly address the biggest challenges facing
society today.

What we’ve seen is a reframing of what this has played out in a way which should
it means to affect positive environmental make all market watchers and investors
change. There’s a stark message – and take note; even those who are perceived
tension – between what this means on to be performing well when it comes to
a philosophical level and what it means addressing ‘Climate Change’ are not
in practice. Our findings also underline protected from a fall in the rankings.
the growing urgency to reappraise the
term ESG. Instead, it is those – like clean energy
leader NextEra Energy or electric battery
Amid rising concerns about energy supply, innovator CATL – who are tangibly building
and the need to shift to more affordable infrastructure to reduce emissions and
and sustainable alternatives, there’s a clear advancing green energy supplies, who
new message: nothing matters more than are reaping the rewards at the top of
reducing emissions. Within our ranking, the ranking.

3 Copyright © 2022 FutureBrand

FutureBrand Index 2022 Introduction

The new leaders of the FutureBrand FBI Global 2022 Company FBI Global PwC 2022 Sector Country
Index prioritize commitments to Ranking 2022 vs 2021 Ranking 2021 Position
community and the environment.
14 5 74 Utilities USA
This year is the first that we’ve seen the Top Five dominated 27
mostly by B2B organisations: NextEra Energy, Reliance Industries, 3– 9 40 Energy India
CATL, Tata Consultancy Services and Meta Platforms. Within the 4 16
Top Five, we’re also seeing a significant shift towards Asia, with 5 44 NEW 62 Consumer China
a notable presence of two Indian behemoths in Reliance and Tata. 6 16 ENTRY Discretionary
75 2022
What’s interesting is that we’ve seen nearly a direct reversal 89 66 Technology India
of some of last year’s shifts; Walmart and McDonald’s have 93 20
almost bounced back, just as predicted in the 2021 report. 10 9 9 Technology USA
This underlines what the world already knew: the events 49
of the last 18 months have thrown up many anomalies. 8 Technology USA
22
What it does mean, however, is that the trends that have held 1 Technology USA
steady into this year’s FutureBrand Index are perhaps even 2
more important. Those being, the decline of consumer brands 31 Healthcare USA
in favour of those building the world of tomorrow; the laser 17
focus on energy, with renewables steadily rising to the fore; 10 Technology Taiwan
and the steady advancement of powerhouses in Asia. 6

One thing is clear: this year’s report provides a nuanced 1
outlook on what’s to come for the world’s Top 100 companies.

32 Technology Netherlands

4 Copyright © 2022 FutureBrand

FutureBrand Index 2022 01 Why the FutureBrand 6 05 Sector by Sector 44
Index 2022 Matters 45
Contents 5.1 Technology 47
02 The Top 100 Brands 49
5.2 Financials 51
03 The Big Story 53
5.3 Healthcare 55
3.1 Tomorrow’s Trends 57
3.2 Past to Present 5.4 Energy & Utilities/Basic Materials 59

04 Focus 9 5.5 Consumer Discretionary 61
62
4.1 The Top Five 5.6 Consumer Staples
4.2 The Top Five Risers 68
4.3 Who’s In 5.7 Telecommunications
4.4 Perceptions of Positive Impact 70
5.8 Industrials

15

17 06 The Long View
19

6.1 What a Decade of Data Tells Us

In partnership with

20

21 07 Summary
27

33

34 08 Notes and
Methodology Detail

5 Copyright © 2022 FutureBrand

FutureBrand Index 2022

Why The
Futurebrand
Index 2022
Matters

1 Copyright © 2022 FutureBrand

6

FutureBrand Index 2022 Why the 2022 FutureBrand Index matters

1.0 The FutureBrand Index is
a global brand perception study
Total number of that reorders PwC’s Global
participants Top 100 Companies by Market
2014 n=3,033 Cap on perception strength,
2105 n=3,004 rather than financial strength.
2106 n=3,000
2018 n=3,000 Unlike a number of other reports, the FutureBrand
2020 n=3,000 Index is not based on consumer research. Instead,
2021 n=3,108 it prioritises the calibre of people it surveys, speaking
2022 n=3,209 to leading professionals (CEOs, Chairs, MDs and top-level
TOTAL n=21,354 Civil Servants) as well as skilled professionals and junior
managers. As a result, our data gives us an insight into
7 the minds of those with their fingers already on the
pulse; business leaders, decision makers and market
watchers. In turn, this also helps us to identify and track
where a company is already strong, where it is getting
stronger, and what needs to be prioritised in the short
and long-term future to ensure continued growth
and success.

Copyright © 2022 FutureBrand

FutureBrand Index 2022 Why the 2022 FutureBrand Index matters

1.0 We work with QRi Consulting, Premium Purpose Experience Personality
our global research partner Has products and/or Has strong and
8 and a respected specialist services that people value engaging personality
in brand, communication, more than their competitors
product strategy and tactics. Story
Resource Management Has a clear and
With more than three decades of experience, Acts ethically to defined story
the depth and breadth of QRi’s research is perfectly
suited to our work. maintain a sustainable Trust
environment Is a trusted brand
Over the last eight years, QRi Consulting has
enabled us to speak with a global audience of over Indispensability Consistency
21,000 informed professionals from 17 countries People depend Delivers a consistent
who were aware of and knew something about at experience to customers
least seven of the Top 100 companies of that year. on the brand
Seamlessness
For a more detailed breakdown of our Individuality Meets customer
methodology, please see page 75. Is distinctive and needs at every
touchpoint
different
People
Thought Leadership Well-known for the
Has strong ideas quality of its people
and principles
Pleasure
Innovation A pleasurable brand
Creates products and
Well-being
services that Contributes to
are genuinely useful people’s well-being

Authenticity Respect
Has the credibility Respects and
and authenticity to enhances
people’s lives
achieve its vision

Inspiration
Inspires change

for the better

Mission
Has a clear sense

of the future

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FutureBrand Index 2022

The Top 100
Brands

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9

FutureBrand Index 2022 The Top 100 Brands

2.1 FBI Global 2022 Company FBI Global PwC 2022 Sector FBI Global 2022 Company FBI Global PwC 2022 Sector
Ranking 2022 vs 2021 Ranking 2021 Position Ranking 2022 vs 2021 Ranking 2021 Position
The
Top 100 14 5 74 Utilities 11 2 13 22 Technology
Brands 27 12 22
1–20 3– 9 40 Energy 13 9 34 73 Consumer
4 16 14 21 Discretionary
Difference between 5 44 NEW 15 5 4
FBI 2022 & FBI 2021 6 16 ENTRY 62 Consumer 16 12 53 Healthcare
75 2022 Discretionary 17 – 35
= No Change 89 18 22
– New Entry 93 20 66 Technology 19 3 10 43 Healthcare
10 9 20 22
Up 49 9 Technology 28 2 Technology
Down
22 8 Technology NEW 3 Energy
10 ENTRY
2 1 Technology 2022 86 Industrials

17 31 Healthcare 40 55 Healthcare

6 10 Technology 16 85 Healthcare

1 32 Technology 42 97 Industrials

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FutureBrand Index 2022 The Top 100 Brands

2.1 FBI Global 2022 Company FBI Global PwC 2022 Sector FBI Global 2022 Company FBI Global PwC 2022 Sector
Ranking 2022 vs 2021 Ranking 2021 Position Ranking 2022 vs 2021 Ranking 2021 Position
The
Top 100 21 14 7 23 Consumer 31 20 11 5 Consumer
Brands 22 11 Staples 32 18 Discretionary
21–40 23 15 33 18
24 12 33 50 Consumer 34 34 14 6 Consumer
11 25 4 Discretionary 35 8 Discretionary
26 4 36 38
27 1 8 95 Financials 37 24 15 58 Technology
28 11 38 –
29 7 12 28 Consumer 39 36 68 35 Healthcare
30 16 Discretionary 40 36

21 11 Industrials 43 17 Consumer
Staples

30 30 Healthcare 74 68 Technology

26 39 Consumer 61 48 Healthcare
Discretionary
NEW
39 12 Healthcare ENTRY 67 Technology
2022
36 4 Technology 15 Consumer
75 Discretionary

46 98 Healthcare 76 65 Consumer
Discretionary

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FutureBrand Index 2022 The Top 100 Brands

2.1 FBI Global 2022 Company FBI Global PwC 2022 Sector FBI Global 2022 Company FBI Global PwC 2022 Sector
Ranking 2022 vs 2021 Ranking 2021 Position Ranking 2022 vs 2021 Ranking 2021 Position
The
Top 100 41 4 37 18 Consumer 51 32 19 13 Healthcare
Brands 42 3 Staples 52 2 50
41–60 43 2 53 1 54
44 – 45 83 Telecommunications 54 3 57 7 Financials
12 45 7 55 39 94
46 23 41 93 Technology 56 5 60 Financials
47 18 57 10 (2020)
48 14 NEW 89 Financials 58 14 29 Consumer
49 3 ENTRY 59 1 51 Discretionary
50 5 2022 60 5 67
21 Industrials PetroChina Company Limited 44 81 Energy
38 60
34 Consumer 65 72 Financials
23 Staples

29 19 Consumer 57 Healthcare
Discretionary
62
80 Healthcare 46 Consumer
Discretionary

52 61 Financials 59 Basic
Materials

55 42 Consumer 14 Technology
Staples

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FutureBrand Index 2022 The Top 100 Brands

2.1 FBI Global 2022 Company FBI Global PwC 2022 Sector FBI Global 2022 Company FBI Global PwC 2022 Sector
Ranking 2022 vs 2021 Ranking 2021 Position Ranking 2022 vs 2021 Ranking 2021 Position
The
Top 100 61 23 84 36 Technology 71 16 87 52 Technology
Brands 62 9 72 19
61–80 63 6 71 33 Healthcare 73 19 91 88 Financials
64 6 74 –
13 65 17 69 45 Technology 75 19 (2014) 49 Telecommunications
66 3 76 10
67 3 58 51 Telecommunications 77 29 92 94 Technology
68 4 78 15
69 – 82 78 Financials 79 4 NEW 44 Industrials
70 20 63 80 5 ENTRY
91 Industrials 2022 47 Technology
(2014)
27 Consumer 94 41 Telecommunications
70 Discretionary
66
64 24 Financials 25 Healthcare
48
NEW 83 Consumer 56 Healthcare
ENTRY Discretionary 63
2022
71 Telecommunications 83 99 Consumer
90 Discretionary
85

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FutureBrand Index 2022 The Top 100 Brands

2.1 FBI Global 2022 Company FBI Global PwC 2022 Sector FBI Global 2022 Company FBI Global PwC 2022 Sector
Ranking 2022 vs 2021 Ranking 2021 Position Ranking 2022 vs 2021 Ranking 2021 Position
The
Top 100 81 7 88 92 Financials 91 11 80 96 Financials
Brands 82 – 82 Financials 92 12 26 Energy
81–100 83 36 (2020) 75 Basic Materials 93 = (2018)
84 4 94 5
14 85 13 NEW 95 1 80
86 9 ENTRY 96 3
87 – 2022 97 = 93 63 Industrials
88 15 98 7
89 3 47 99 –
90 5 100 =
88 100 Industrials 89 38 Consumer
Discretionary

98 20 Energy 96 16 Financials

77 37 Financials 99 70 Technology
77 Financials
NEW 54 Energy 97 64 Financials
ENTRY
2022 91 90 Financials

73 NEW
ENTRY
86 69 Industrials 2022 79 Financials

95 76 Telecommunications 100 87 Consumer
Staples

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FutureBrand Index 2022

The Big
Story

3

FutureBrand Index 2022 The Big Story

3.0 Climate Change It is one of only two threats that has increased its level year-on-year
(the other is ‘protecting their price premium’) - perhaps even more
Climate change has long been an noteworthy given that it fell in importance in last year’s ranking.
issue on the agendas of businesses,
governments, and the public alike. Recent events in Russia have also brought concerns around where
For the first time in the FutureBrand our energy comes from, even more sharply into focus. With disruptions
Index, ‘climate change and finite to energy supply impacting all areas of businesses, the need to shift to
resources’ is perceived to be the more sustainable alternatives has never been more urgent. Simultaneously,
second highest threat to future extreme weather conditions across the globe – from abnormal heatwaves
business success after ‘technology to mass flooding – underline the necessity of halting the impact of
adoption and integration’. emissions, and fast.

The convergence of these factors has created a fascinating tension
within this year’s FutureBrand Index: even those who are perceived to
be performing well when it comes to addressing ‘Climate Change’ – such
as Amazon or Apple - are not protected from a fall in the rankings overall.

It’s clear, today more than ever, that talking the talk is not enough.
It is those who are credibly creating green solutions to today’s problems
who are charging ahead. And, as we’ll unpack further in this year’s
report, emissions should be the primary focus.

16 Copyright © 2022 FutureBrand

FutureBrand Index 2022 Tomorrow’s Trends

3.1 The Asia has made a number of investments in supporting green energy, including
Ascendant expanding the suite of services within its Clever Energy Platform -
“It is rapidly a digital solution for companies looking to manage their emissions.
diversifying its Three of the Top Five companies for 2022 hail from Asia:
core business Reliance Industries, CATL, and Tata Consultancy Services (TCS). This provides a clear Asia-focussed angle to our big energy story,
portfolio and This isn’t the first time that we’ve seen such a strong showing with many of those organisations doing well hailing from the region.
growing to be from the region however. Interestingly, this is true even of the organisations which deal
future ready.” predominantly in natural gases, such as Aramco.
Despite being a new entrant in 2020, Reliance Industries ranked
ASIA PACIFIC PROFESSIONAL second after Apple – the highest entrant to the FutureBrand Index This seems to be having a halo effect on other categories, like
that year. Its success also underlines the value of tracking Consumer Discretionary, which are playing a role in shaping the green
organisations based on perception strength as opposed to just energy space. CATL, a new entrant into the PwC Top 100 companies at
financial strength. Reliance Industries’ high ranking in the 62, has made an impressive entry into the FutureBrand Index at number
FutureBrand Index has been ahead of its upward trajectory in the three. The Chinese firm may be perceived well because of its innovation
PwC Top 100 Companies by Market Cap over the last three years. in the battery space, predominantly in creating them for electric vehicles.

The same is true for TCS, which is up 16 places from its position at The same can’t be said for Tesla, operating in a similar space, but
number 20 in last year’s ranking. The information technology giant experiencing a significant decline in perception.

17 Copyright © 2022 FutureBrand

FutureBrand Index 2022 Tomorrow’s Trends

3.1 The Meta Effect

“Because the In some ways, Meta is also a new entrant this year. It was
technology will only last year that Facebook announced it was rebranding
keep growing its parent company to Meta. As such, this is the first year
with virtual reality, that it appears in the FutureBrand Index under its new name.
metaverse and What’s interesting however is that the rebrand doesn’t seem
everything that to have had the same negative effect that Google’s transition
engines the world to Alphabet had on the organisation’s position back in 2016.
of robotics, I see Back then, the perception of Google was significantly
a great future.” damaged, and it fell in the FutureBrand Index.

LATAM PROFESSIONAL Meta’s rebrand seems to have had the opposite effect;
following its rebranding as Meta Platforms in October 2021,
the firm previously known as Facebook has reached fifth place,
a soaring rise from 49 in last year’s report, and a reversal
of its downward trajectory.

Could Zuckerberg’s vision for a Meta-powered future
hold strong after all?

18 Copyright © 2022 FutureBrand

FutureBrand Index 2022 Past to Present

3.2 Past to Consumer-facing isn’t king – Purpose in practice – We were forthright
Present Following in the overarching trend in previous reports about future success
of last year’s FutureBrand Index, this factors for forward-thinking and innovative
Whilst there are seismic year’s Top Five is dominated largely by businesses. Now, more than ever, our
changes at the top of this ‘behind-the-scenes’ infrastructure professional respondents are saying that
year’s FutureBrand Index, companies – whether that be renewables it’s not enough for a company to say it has
there is much that is simply company NextEra Energy or Facebook’s a meaningful purpose and will take action –
the culmination of trends parent company, Meta. In 2022, we it must be seen to fulfill its promises,
we’ve been tracking across continue to see the rise to prominence to be fair and honest, to support the
a number of years: of companies who create the platforms community, and to be seen to be actively
and infrastructures on which human life contributing to society. This will enable
is maintained and enhanced, especially a deepening of trust between business
within the energy and technology sectors. and end consumer; being trustworthy
and transparent continue to be valuable
ESG is out of the boardroom – attributes in this year’s research.
We noted in 2021 that ESG had made
it out of the boardroom and that action
taken on it was starting to impact the
perception of businesses. Well, today,
the scrutiny is going one step further:
the world’s focus is firmly on how
businesses are addressing ‘E’ (for
emissions) in isolation.

19 Copyright © 2022 FutureBrand

FutureBrand Index 2022

Focus

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20

FutureBrand Index 2022 Focus / The Top Five

4.1 The Top Five FBI Global 2022 Company FBI Global PwC 2022 Sector
Ranking 2022 vs 2021 Ranking 2021 Position
21 Of the Top Five, only NextEra Energy
remains from last year, with the 14 5 74 Utilities
remaining four demonstrating 27
impressive rises to the top of the 3– 9 40 Energy
FutureBrand Index. 4 16
5 44 NEW 62 Consumer
Meta has succeeded in reversing a downward trajectory, shooting ENTRY Discretionary
up to number five from 49th place last year. In comparison, Apple – 2022
a Top Five constant since 2014 – was unable to hold onto a spot. 66 Technology
20
No matter the geographies, what links the Top Five is a focus 9 Technology
on building behind-the-scenes infrastructure – a trend we first 49*
noticed in 2021. Three of the five play in the energy or utilities space,
with the other two playing an important role in building technology * Facebook in 2021 was ranked 49
infrastructure which could then impact a reduction on emissions.

That these companies are in the Top Five is also reflective of the
biggest threats to future business success in 2022. In this year’s
FutureBrand Index, ‘climate change and finite resources’ is one of
only two ‘threats’ to have increased year-on-year; all the others
have either decreased or held steady. As a result, climate change
is now viewed as the second most critical threat to business, after
‘technology integration and adoption’.

Copyright © 2022 FutureBrand

FutureBrand Index 2022 Focus / The Top Five

14 NextEra Energy 1 3 Dashboard Key
18 2 4
“It makes An entrant into the FutureBrand Index Top 20 two years 17 5 1. Personality
electricity that ago, fifth place in 2021, and now number one, NextEra 6 2. Story
people will need Energy has gone from strength to strength. As one 16 7 3. Attachment
to charge their of America’s largest capital investors in infrastructure, 4. Consistency
electric cars.” the globe’s largest utility company generates more 15 8 5. Seamlessness
wind and solar energy than any other firm. 6. People
NORTH AMERICAN PROFESSIONAL NextEra 7. Pleasure
A leader in battery storage projects, NextEra Energy Energy 8. Well-being
has been forthright about what it says is the ‘enormous’ 9. Respect
investment opportunity in renewable energy. A series 14 10. Mission
of high-profile commitments to decarbonisation have 11. Inspiration
propelled NextEra Energy into the news over the past 13 12. Authenticity
year, including a plan to cut all its carbon emissions 13. Innovation
by 2045. 12 14. Thought Leadership
11 9 15. Individuality
In the FutureBrand Index 2022, NextEra Energy increased 10 16. Indispensability
the majority of its attribute scores, including mission, 17. Resource Management
authenticity, and innovation. Respondents noted that it is 18. Premium
leading the way in helping to deal with climate change and
is providing much needed sustainable energy resources. Sector Average (2022)

2021

2022

NextEra Energy – Today and 3 Years’ Time (Q11 & Q12) Q11: For each of these
Moving ahead in 3 years’ time average = 61% companies please tell us
where it is today? (Falling
80 Behind, Standing Still,
Moving Ahead)
70 71% 72%
Q12: Where do you see
60 these companies being
in 3 years’ time? (Falling
50 Behind, Standing Still,
Moving Ahead)
40
Today
30
3 Years’ Time

20 22% 21%
Standing Still
10 7%

7%

% Falling Behind Moving Ahead

22 Copyright © 2022 FutureBrand

FutureBrand Index 2022 Focus / The Top Five

27 Reliance Industries 1 3 Dashboard Key
18 2 4
“It is an Indian In at number two, up from ninth place last year, this 17 5 1. Personality
company with a Indian multinational conglomerate has only been in the 6 2. Story
versatile product FutureBrand Index since 2020. Nevertheless, Reliance 16 7 3. Attachment
range. It cares Industries has retained its spot in the Top Ten since 4. Consistency
for its customers entry and, in 2022, all of its attributes have seen bigger 15 8 5. Seamlessness
as well as its scores, in particular both purpose and experience. 6. People
shareholders.” Reliance 7. Pleasure
Its wide-ranging business includes oil and gas operations, Industries 8. Well-being
ASIA PACIFIC PROFESSIONAL telecommunications, hydrocarbon exploration and 9. Respect
production, retail, and digital services. Recently, 14 10. Mission
23 shareholders approved the appointment of Ashishkumar 11. Inspiration
Chauhan as Managing Director and Chief Executive Officer. 13 12. Authenticity
13. Innovation
Reliance Industries has also revealed further plans for 12 14. Thought Leadership
its joint venture with BP - ‘Jio-bp’ - including a new battery 11 9 15. Individuality
charging ecosystem for electrical vehicles. Meanwhile, 10 16. Indispensability
a raft of commercial partnerships have not gone unnoticed, 17. Resource Management
from major sporting tie-ups and retail projects to a deal 18. Premium
to bring Pret A Manger to India and a franchise agreement
with Balenciaga to launch the luxury brand on the Sector Average (2022)
sub-continent.
2021
Perhaps not surprisingly, our report found that Reliance
Industries is regarded as highly resilient to surviving a 2022
recession with a strong reputation for growth.
Reliance Industries – Today and 3 Years’ Time (Q11 & Q12) Q11: For each of these
Copyright © 2022 FutureBrand Moving ahead in 3 years’ time average = 61% companies please tell us
where it is today? (Falling
80 Behind, Standing Still,
Moving Ahead)
70
Q12: Where do you see
60 67% 65% these companies being
in 3 years’ time? (Falling
50 Behind, Standing Still,
Moving Ahead)
40
Today
30
3 Years’ Time
26% 27%

20

10 8%

7%

% Falling Behind Standing Still Moving Ahead

FutureBrand Index 2022 Focus / The Top Five

3 NEW Contemporary Amperex 1 3 Dashboard Key
ENTRY Technology (CATL) 18 2 4
17 5 1. Personality
“The world will soon A new entry at number three, CATL shows a considerable 16 6 2. Story
be on electric advantage in all attribute scores compared to its sector 7 3. Attachment
battery’s demand.” average (consumer discretionary). A leading provider 15 4. Consistency
of new energy technologies, this Chinese battery 8 5. Seamlessness
ME/AFRICAN PROFESSIONAL manufacturer and technology company specialises in CATL 6. People
lithium-ion batteries for electric vehicles, energy storage, 7. Pleasure
and battery management systems. 14 8. Well-being
9. Respect
Respondents’ emotional connection to CATL is nine 13 10. Mission
percentage points higher than average and it outperforms 12 11. Inspiration
the average on ‘would work for’ and ‘would buy its 11 9 12. Authenticity
products and services’. 10 13. Innovation
14. Thought Leadership
Looking at perceptions of future potential, CATL, the 15. Individuality
world’s biggest electric vehicle battery maker, is deemed 16. Indispensability
to operate in a future-oriented industry and is 17. Resource Management
environmentally responsible. Its initiatives support these 18. Premium
findings, including its plans to establish the world’s first
zero-carbon battery factory in Sichuan Province and Sector Average (2022)
the fact that it has extended its supply agreement with
Tesla to the end of 2025. 2022

A note of caution, however: demand for lithium is CATL – Today and 3 Years’ Time (Q11 & Q12) Q11: For each of these
predicted to outpace global supply and there are already Moving ahead in 3 years’ time average = 61% companies please tell us
issues over the soaring prices of raw materials. where it is today? (Falling
80 Behind, Standing Still,
Copyright © 2022 FutureBrand Moving Ahead)
70 71% 72%
Moving Ahead Q12: Where do you see
60 these companies being
in 3 years’ time? (Falling
50 Behind, Standing Still,
Moving Ahead)
40
Today
30
3 Years’ Time

20 25%
21%
10 4% 7%
Standing Still
% Falling Behind

24

FutureBrand Index 2022 Focus / The Top Five

4 16 Tata Consultancy 1 3 Dashboard Key
Services 18 2 4
17 5 1. Personality
“It is an environmentally Last year, we marked Tata Consultancy Services’ (TCS) 6 2. Story
responsible company upward momentum in the rankings when it jumped 16 7 3. Attachment
and is continuously 45 places to land itself in the Top 20. In 2022 it has risen 4. Consistency
taking steps to lead even further, edging into fourth place. 15 8 5. Seamlessness
on climate change 6. People
and environment.” This global IT services and consulting firm, with Tata 7. Pleasure
headquarters in Mumbai, is gaining ground on another Consultancy 8. Well-being
ASIA PACIFIC PROFESSIONAL Indian giant, Reliance Industries (number two), and has 9. Respect
added weight to the argument that the Indian Powerhouse 14 10. Mission
is something to be reckoned with in 2022. 11. Inspiration
13 12. Authenticity
In this year’s FutureBrand Index, TCS recorded a rise in 13. Innovation
every single attribute score compared to 2021, doing 12 14. Thought Leadership
particularly well on attachment, story, and innovation. 11 9 15. Individuality
Our professionals’ emotional connection to the brand 10 16. Indispensability
has gone up significantly year-on-year and the business 17. Resource Management
is regarded as having strong management, a contented 18. Premium
workforce, and very good customer service.
Sector Average (2022)
On the environment, TCS has beaten its 2025 target
for achieving net-zero emissions across its Asia-Pacific 2021
locations and is building on a range of sustainability
solutions including TCS Clever Energy, an energy and 2022
emission managements system that helps organisations
to be more efficient and reduce carbon emissions. Tata Consultancy – Today and 3 Years’ Time (Q11 & Q12) Q11: For each of these
Moving ahead in 3 years’ time average = 61% companies please tell us
where it is today? (Falling
80 Behind, Standing Still,
Moving Ahead)
70 68% 70%
Q12: Where do you see
60 these companies being
in 3 years’ time? (Falling
50 Behind, Standing Still,
Moving Ahead)
40
Today
30
3 Years’ Time
25% 25%

20

10 5%

6%

% Falling Behind Standing Still Moving Ahead

25 Copyright © 2022 FutureBrand

FutureBrand Index 2022 Focus / The Top Five

5 44 Meta Platforms 1 3 Dashboard Key
18 2 4
“Social media is the (Formerly Facebook) 17 5 1. Personality
way of the future. 6 2. Story
More and more The social media giant formerly known as Facebook has 16 7 3. Attachment
people are using crept into the Top Five this year after a massive jump in our 4. Consistency
Meta everyday. Meta ratings. Last year it sat at 49 and the year before was at 37. 15 8 5. Seamlessness
is a way for people In the history of the FutureBrand Index, it has only made it 6. People
to connect with to the Top Ten once before – in 2016. So, what’s happened? Meta 7. Pleasure
other people and Platforms 8. Well-being
have their voices Its future-oriented approach has been noted by our 9. Respect
heard by others respondents who also said that the US firm maximises 14 10. Mission
like them.” technological possibilities and enables people to connect 11. Inspiration
and communicate with each other. Furthermore, mission 13 12. Authenticity
NORTH AMERICAN PROFESSIONAL is clearly its strongest attribute followed by individuality. 13. Innovation
12 14. Thought Leadership
26 Perhaps the name change has something to do with it, too? 11 9 15. Individuality
In October 2021, CEO Mark Zuckerberg announced that the 10 16. Indispensability
name of Facebook’s holding company would be Meta Platforms, 17. Resource Management
a rebranding centred around the business’ focus on virtual 18. Premium
reality, the so-called ‘metaverse’. Like the other companies
in our Top Five, Meta’s utopian vision could also have a Sector Average (2022)
knock-on impact on emissions – although the sustainability
credentials of the metaverse have still to be earned. 2021

While tech rebranding is not new – think of Google and 2022
Alphabet – the shiny new Meta does seem to have had an
impact on the opinions of our professionals, with one person Work For & Would Buy Products/Services (Q15) Q11: Thinking about each
saying there is no doubt about the quality of its products. company please say
60 47% how much you agree or
Copyright © 2022 FutureBrand 34% disagree with each of
50 these statements?

46% Meta Platforms 2022

40 Facebook 2021

30 35%

20

10

% I would like to work I would buy products & services
for this company from this company

FutureBrand Index 2022 Focus / The Top Five Risers

4.2 The Top Five FBI Global 2022 Company FBI Global PwC 2022 Sector
Risers Ranking 2022 vs 2021 Ranking 2021 Position

What do 2022’s Top Five Risers 5 44 49* 9 Technology
have in common and what does 55 39 94
it tell us about the state of the 36 38 PetroChina Company Limited 81 Energy
world in 2022? 39 36 (2020)
40 36 68 Technology
All have witnessed a rise in attribute scores for both 74
purpose and experience while holding on to their 15 Consumer
own particular strengths to climb the rankings. 75 Discretionary
Nevertheless, mission and innovation appear to be key.
76 65 Consumer
Discretionary

* Facebook in 2021 was ranked 49

27 Copyright © 2022 FutureBrand

FutureBrand Index 2022 Focus / The Top Five Risers

5 44 Meta Platforms Facebook 2021 – Today and 3 Years’ Time (Q11 & Q12) Q11: For each of these
Moving ahead in 3 years’ time average = 59% companies please tell us
“Because the (Formerly Facebook) where it is today? (Falling
technology will keep 80 Behind, Standing Still,
growing with virtual As we saw in the list of the top ranked companies Moving Ahead)
reality, metaverse for 2022, Meta Platforms, previously known as Facebook, 70
and everything that has rocketed up the rankings to secure fifth place. Q12: Where do you see
engines the world Up 44 places year-on-year, all attribute scores are 60 these companies being
of robotics, I see significantly above the previous two years for the in 3 years’ time? (Falling
a great future.” social media behemoth. 50 53% Behind, Standing Still,
Moving Ahead)
LATAM PROFESSIONAL Of all its gains, Meta is particularly well regarded when 40 55%
looking to the future. In 2021, 53% said they expected Today
it to be moving ahead in three years’ time. In 2022, this 30
figure is 75%. Meta is also thought to be highly resilient 3 Years’ Time
in terms of surviving a recession (52%). 20
31% 29%
10 14%
18%

% Falling Behind Standing Still Moving Ahead

Meta Platforms 2022 – Today and 3 Years’ Time (Q11 & Q12)
Moving ahead in 3 years’ time average = 61%

80

70 77% 75%

60

50

40

30

20

10 9% 17% 15%
Standing Still
6%

% Falling Behind Moving Ahead

28 Copyright © 2022 FutureBrand

FutureBrand Index 2022 Focus / The Top Five Risers

55 39 PetroChina 1 3 Dashboard Key
(2020) 18 2 4
17 5 1. Personality
“Actively addresses PetroChina didn’t appear at all in the 2021 FutureBrand 16 6 2. Story
global warming, Index, but in 2022 it has secured 55th place, up from 7 3. Attachment
reduces pollution number 94 in 2020. 15 4. Consistency
and is responsible 8 5. Seamlessness
for the environment.” The Chinese oil and gas company is the listed arm of PetroChina 6. People
the state-owned China National Petroleum Corporation 7. Pleasure
ASIA PACIFIC PROFESSIONAL and is currently Asia’s largest oil and gas producer. Since 14 8. Well-being
the launch of the FutureBrand Index in 2014, PetroChina 9. Respect
has improved upon its emotional connection, recording 13 10. Mission
a 12% rise in the attribute of ‘passionate’ over the past 12 11. Inspiration
eight years. 11 9 12. Authenticity
10 13. Innovation
Respondents have the impression that Chinese 14. Thought Leadership
companies will evolve and expand, with one individual 15. Individuality
in the Asia-Pacific region mentioning that it “actively 16. Indispensability
addresses global warming, reduces pollution, and is 17. Resource Management
responsible for the environment”. 18. Premium

Sector Average (2022)

2020

2022

PetroChina – Today and 3 Years’ Time (Q11 & Q12) Q11: For each of these
Moving ahead in 3 years’ time average = 61% companies please tell us
where it is today? (Falling
80 Behind, Standing Still,
Moving Ahead)
70
Q12: Where do you see
66% these companies being
60 62% in 3 years’ time? (Falling
Behind, Standing Still,
50 Moving Ahead)

40 Today

30 30% 3 Years’ Time
20 25%

10 9% 8%

% Falling Behind Standing Still Moving Ahead

29 Copyright © 2022 FutureBrand

FutureBrand Index 2022 Focus / The Top Five Risers

36 38 Qualcomm 1 3 Dashboard Key
18 2 4
“Because it is Qualcomm is up 38 places to number 36 in 2022. 17 5 1. Personality
responsible for Considering it didn’t appear in the FutureBrand Index 16 6 2. Story
providing hardware at all in 2020 and 2018, this is an impressive comeback 7 3. Attachment
solutions that for the American wireless technology giant. 15 4. Consistency
change our lives 8 5. Seamlessness
in a major way.” Looking at our data, Qualcomm is showing an increasingly Qualcomm 6. People
strong set of attributes, led by innovation and followed 7. Pleasure
ME/AFRICAN PROFESSIONAL by attachment (trust). Mission has also scored well. 14 8. Well-being
9. Respect
Regarded as a leader in its industry this year, it is 13 10. Mission
perceived as providing solutions which positively affect 12 11. Inspiration
everyday life. As the primary Android handset chipmaker 11 9 12. Authenticity
across the globe, Qualcomm continues to beat market 10 13. Innovation
expectations for sales and earnings. But a slowdown in 14. Thought Leadership
smartphone sales may mean we see a different picture 15. Individuality
in 2023. 16. Indispensability
17. Resource Management
18. Premium

Sector Average (2022)

2021

2022

Qualcomm – Today and 3 Years’ Time (Q11 & Q12) Q11: For each of these
Moving ahead in 3 years’ time average = 61% companies please tell us
where it is today? (Falling
80 Behind, Standing Still,
Moving Ahead)
70
Q12: Where do you see
60 65% 65% these companies being
in 3 years’ time? (Falling
50 Behind, Standing Still,
Moving Ahead)
40
Today
30 32% 32%
3 Years’ Time
20

10 3% 3%

% Falling Behind Standing Still Moving Ahead

30 Copyright © 2022 FutureBrand

FutureBrand Index 2022 Focus / The Top Five Risers

39 36 Walmart 1 3 Dashboard Key
18 2 4
“Walmart has been In our 2018 FutureBrand Index, we suggested that, from 17 5 1. Personality
very helpful during a brand perspective, Walmart should revamp its corporate 16 6 2. Story
this time of inflation, purpose and associated brand experiences following a 7 3. Attachment
and really affected poor showing across most perceptions. We saw evidence 15 4. Consistency
its community that it had started doing something different in 2020 8 5. Seamlessness
positively.” when it climbed up our rankings. But it slipped back down Walmart 6. People
last year. 7. Pleasure
NORTH AMERICAN PROFESSIONAL 14 8. Well-being
In 2022, Walmart is one of our top risers, up 36 places 9. Respect
to 39. Since 2021, all of its attribute scores have 13 10. Mission
clearly increased and it is strong on both purpose and 12 11. Inspiration
experience, and particularly strong on consistency, 11 9 12. Authenticity
innovation, and thought leadership. 10 13. Innovation
14. Thought Leadership
While the US multinational retail corporation issued 15. Individuality
a profit warning recently, reports of talks with media 16. Indispensability
firms about including streaming entertainment in its 17. Resource Management
membership service could reap rewards. 18. Premium

Sector Average (2022)

2021

2022

Walmart – Today and 3 Years’ Time (Q11 & Q12) Q11: For each of these
Moving ahead in 3 years’ time average = 61% companies please tell us
where it is today? (Falling
80 Behind, Standing Still,
Moving Ahead)
70
Q12: Where do you see
60 60% 62% these companies being
in 3 years’ time? (Falling
50 Behind, Standing Still,
Moving Ahead)
40
Today
30 32% 32%
3 Years’ Time

20

10 5%

8%

% Falling Behind Standing Still Moving Ahead

31 Copyright © 2022 FutureBrand

FutureBrand Index 2022 Focus / The Top Five Risers

40 36 McDonald’s 1 3 Dashboard Key
18 2 4
“It is a company Up 36 places to 40, McDonald’s has seen its attribute 17 5 1. Personality
which is popular of emotional connection (passionate) increase by 10% 16 6 2. Story
and offers a service since 2014. In fact, its 2022 ranking of 40 is the highest 7 3. Attachment
that everyone uses since we launched the FutureBrand Index eight years ago. 15 4. Consistency
and it is a trusted 8 5. Seamlessness
brand name.” For a company whose business is feeding people, it’s McDonald’s 6. People
perhaps no surprise that ‘pleasure’ is mostly associated 7. Pleasure
ASIA PACIFIC PROFESSIONAL with this firm. Respondents who thought about what’s 14 8. Well-being
behind those golden arches told us that it offers products 9. Respect
which are always in demand, has a huge recognisable 13 10. Mission
global presence, is trustworthy and reliable, and is 12 11. Inspiration
innovative with its product offering. 11 9 12. Authenticity
10 13. Innovation
14. Thought Leadership
15. Individuality
16. Indispensability
17. Resource Management
18. Premium

Sector Average (2022)

2021

2022

McDonald’s – Today and 3 Years’ Time (Q11 & Q12) Q11: For each of these
Moving ahead in 3 years’ time average = 61% companies please tell us
where it is today? (Falling
80 Behind, Standing Still,
Moving Ahead)
70
Q12: Where do you see
60 these companies being
in 3 years’ time? (Falling
59% Behind, Standing Still,
50 55% Moving Ahead)

40 Today

30 3 Years’ Time

39%
20 35%

10 6%

7%

% Falling Behind Standing Still Moving Ahead

32 Copyright © 2022 FutureBrand

FutureBrand Index 2022 Focus / Who’s In, Who’s Out in 2022 FBI Global Company Last Appeared PwC 2022 Sector
Ranking 2022
in FBI List Position

3 Contemporary Amperex Technology Co NEW 62 Consumer
17 ENTRANT Discretionary
38
4.3 Who’s In? 44 Raytheon Technologies Corp NEW 86 Industrials
55 ENTRANT
There are nine new entrants 66
to the FutureBrand Index 2022, 69 Advanced Micro Devices NEW 67 Technology
two of which are in the Top 20 72 ENTRANT
(CATL at number three and 74
Raytheon Technologies, an 81 S&P Global Inc NEW 89 Financials
American aerospace and defence 82 ENTRANT
conglomerate, at 17). The new 87
entrants tend to be from the 91 PetroChina 2020 81 Energy
technology, financial, and 99
consumer discretionary sectors. American Express 2014 91 Industrials
Hermes Intl
It’s also worth noting that an additional five companies Toronto-Dominion Bank NEW 83 Consumer
have returned to the FutureBrand Top 100 in 2022: Intuit Inc ENTRANT Discretionary
American Express, PetroChina, Toronto-Dominion Bank, HSBC
HSBC, and CommBank. Blackstone Inc 2018 88 Financials
Charles Schwab Corporation
CommBank NEW 94 Technology
Morgan Stanley ENTRANT
92 Financials
2020
82 Financials
NEW
ENTRANT 77 Financials

NEW 96 Financials
ENTRANT
79 Financials
2018

NEW
ENTRANT

33 Copyright © 2022 FutureBrand

FutureBrand Index 2022 Focus / Perceptions of Positive Impact

4.4 Perceptions of This year, as last year, we tracked
Positive Impact our respondents’ perception of
which companies are having the
most positive impact on Climate
Change and Environment; Society;
Corporate Governance; and DEIBA.

34 Copyright © 2022 FutureBrand

FutureBrand Index 2022 Focus / Perceptions of Positive Impact

4.4 Climate Change So, who are the leaders?
and Environment
35 1 Tesla
Who do business professionals see as leaders 2 Amazon
in this field? Number one is Tesla, followed by 3 Apple
Amazon, Apple, Microsoft, and Alphabet. 4 Microsoft
Companies seen to be leading on climate change 5 Alphabet
and environment are perceived to:

Focus on innovative solutions
Look for sustainability in all forms
Produce recyclable packaging and products,

have recycling and waste management centres
Support organisations focused on dealing

with climate change
Are reducing carbon emissions preferably

with a goal of net-zero
Lead their field in dealing with climate change
Design and use innovative materials
Commit to its actions, do what is says it will,

be transparent

Copyright © 2022 FutureBrand

FutureBrand Index 2022 Focus / Perceptions of Positive Impact

4.4 Positive Impact So, who are the leaders?
on Society
36 1 Amazon
An examination of companies seen as having a positive 2 Apple
impact on society reveals the top five as Amazon, 3 Alphabet
Apple, Alphabet, Microsoft, and Tesla. The leaders in 4 Microsoft
this area are perceived to: 5 Tesla

Increase social awareness, bring people together
Make everyday lives better/easier
Focus on the environment
Improve health and well-being
Support the local community
Have a charitable side, give back
Keep prices low as living costs rise
Produce recyclable packaging
Create equal opportunities
Help support underdeveloped communities
Positively contribute to societal change

with initiatives

Copyright © 2022 FutureBrand

FutureBrand Index 2022 Focus / Perceptions of Positive Impact

4.4 Corporate Governance So, who are the leaders?

37 While perceived as less important to our respondents, 1 Apple
corporate governance is nontheless a key issue in the 2 Amazon
FutureBrand Index 2022. The leaders here are Apple, 3 Alphabet
Amazon, Alphabet, Microsoft, and Shell. 4 Microsoft
According to our data, companies seen to be leading 5 Shell
on this are perceived to:

Be transparent and ethical
Inspire trust in society
Be committed to people and the environment
Have clear and honest principles
Show long-term future growth
Disclose information, hide nothing
Have a loyal and respectful leadership
Show equality in all areas
Commit to a consistent code of conduct
Lead the way in their practices
Provide very good customer service

Copyright © 2022 FutureBrand

FutureBrand Index 2022 Focus / Perceptions of Positive Impact

4.4 DEIBA So, who are the leaders?

38 In previous years, the FutureBrand Index has focused 1 Apple
strongly on diversity, equity, inclusivity, belonging 2 Amazon
and accessibility (DEIBA). It remains a crucial issue in 3 Alphabet
terms of our data, and in the wider world the business 4 Microsoft
case is stronger than ever. But it’s worth noting that 5 The Coca-Cola
environmental matters seem to have overtaken it as
a concern for our respondents. Company
In 2022, the top five DEIBA performers are Apple,
Amazon, Alphabet, Microsoft, and Coca-Cola. We found
that companies seen to be leading on DEIBA are
perceived to:

Have clear and transparent DEIBA policies

Be trustworthy, honest, open and reliable
Connect with and support the local community
Treat workers fairly with equal opportunities for all
Have more female leaders
Be fully committed to a diverse and inclusive

happy workforce
Have fair pay scales across ethnicity and gender
Contribute positively to society

Copyright © 2022 FutureBrand

FutureBrand Index 2022 Focus / Perceptions of Positive Impact

4.4 Threats to Threats to Future Success 2021
Future Success 2022
Technology 15%
Given the importance adoption 15% 20%
placed on tackling climate and integration
change by our respondents, 10%
it follows that, in terms of Climate change/ 13%
threats to future success, finite essential
‘climate change/finite resources 14%
essential resources’ has 13%
significantly increased Changing
since 2021, recording customer tastes/ 13%
a rise from 10% to 13%. expectations 12%

Corporate 10%
reputation 9%
and trust
10%
Failure to engage 8%
diverse audiences
and talent 9%
8%
Leadership
challenges/ 8%
workplace culture 8%

Organisation’s 5%
innovation pipeline 7%

Current skills/ 6%
capabilities of 6%
an organisation

Protecting their
price premium

New entrants/
start ups

0%

39 Copyright © 2022 FutureBrand

FutureBrand Index 2022 Focus / Perceptions of Positive Impact

4.4 A Looming Recession Top Five ‘Resilient to Survive a Recession’

This year, we also asked how resilient companies 1 Apple
would be in surviving a recession. With the International 2 Microsoft
Monetary Fund now saying that the global economy 3 Amazon
is edging towards recession, this has proved to be 4 Meta
an appropriate question. We found that the top five 5 TSMC
companies perceived to be best placed to survive
a recession are Apple, Microsoft, Amazon, Meta, “Apple is not afraid to reveal what is
and TSMC. happening in its structure, everything
is very transparent and innovative.”
The key drivers for how resilient companies
would be in surviving a recession are: LATAM PROFESSIONAL

It has the credibility and authenticity
to achieve its vision

It inspires change for the better

Trust in the company

Company has a clear sense of the future

40 Copyright © 2022 FutureBrand

FutureBrand Index 2022 Focus / Perceptions of Positive Impact

4.4 Moving on up Top Five ‘Moving Ahead in Three Years’ Time’

Companies perceived to be moving ahead in 1 Apple
three years’ time are Apple, Tesla, Nvidia, Meta 2 Tesla
and Abbott. They all have strong experience, 3 Nvidia
which is seemingly more important than purpose. 4 Meta
This differs immensely from the 2021 report. 5 Abbott

The key drivers for moving ahead in three “It is innovating like few companies have done,
years’ time are: it has advanced in products and services, and
its technology is currently very advanced and
Contributes to peoples’ well-being promises great achievements in the future.”

Gives pleasure to its customers LATAM PROFESSIONAL

Inspires change for the better

41 Copyright © 2022 FutureBrand

FutureBrand Index 2022 Focus / Perceptions of Positive Impact

4.4 Do You Want to Work Top Five ‘Would like to Work for’
for this Company?
1 NextEra Energy
There are a variety of key drivers for wanting 2 CATL
to work for a company, including trust in the business, 3 Tata Consultancy Services
a perception that it inspires change for the better, 4 Nvidia
and that it’s a firm which respects and enhances 5 Raytheon Technologies
people’s lives. In 2022, the top five are NextEra
Energy, CATL, Tata Consultancy Services, Nvidia, “Because it is the company that
and Raytheon Technologies. I see is evolving faster and seeking
more technologies without
The key drivers for wanting to work for this harming the environment.”
company are:
LATAM PROFESSIONAL
Trust in the company

Inspires change for the better

A company which respects
and enhances people’s lives

42 Copyright © 2022 FutureBrand

FutureBrand Index 2022 Focus / Perceptions of Positive Impact

4.4 What Are You Selling? Top Five ‘Want to Buy Products & Services’

We asked what drives people to want to buy products 1 Nvidia
and services from a company and found that trust in 2 Apple
the business and the credibility and authenticity to 3 NextEra Energy
achieve its vision were high on the agenda. The top five 4 Nike
are Nvidia, Apple, NextEra Energy, Nike, and Walmart. 5 Walmart

“Apple stands tall “Cleaning up on “Because this company “I believe it has people’s
on all its policies.” carbon emissions is future-oriented and futures and the earth’s
and sponsorship.” is constantly improving.” future in mind with
NORTH AMERICAN PROFESSIONAL every mission it sets
ME/AFRICAN PROFESSIONAL EUROPEAN PROFESSIONAL out to accomplish.”

NORTH AMERICAN PROFESSIONAL

43 Copyright © 2022 FutureBrand

FutureBrand Index 2022 5.1 Technology
5.2 Financials
Sector 5.3 Healthcare
by Sector 5.4 Consumer Discretionary
5.5 Consumer Staples
5.6 Telecommunications
5.7 Energy & Utilities/Basic Materials
5.8 Industrials

5 Copyright © 2022 FutureBrand

44

FutureBrand Index 2022 Sector by Sector / Technology

5.1 Technology In 2022, technology is the dominant
sector. A total of eight tech companies
are in the Top 20, with 20 tech firms
in the Top 100. Across the board,
the majority of attribute scores have
risen this year.

As we detailed earlier in the report, Meta Platforms (previously
Facebook) is at number five in our Top 100 while Tata Consultancy
Services has risen 16 places to number four.

In sixth place and up 16 places is Nvidia, an American multinational
known for designing and manufacturing graphics processing units
(GPUs). Meanwhile, Broadcom Inc., a US semiconductor and
infrastructure software business, has climbed 23 places, settling
at 61, and Qualcomm has soared 38 places to number 36.

45

FutureBrand Index 2022 Sector by Sector / Technology FBI Global 2022 Company FBI Global PwC 2022
Ranking vs Ranking 2021 Position

5.1 Sector Snapshot 2022 2021 Tata Consultancy 20 66
16 Meta Platforms* 49 9
46 “Apple’s strategy encompasses 4 44 Nvidia 22 8
carbon emissions, circularity, 5 16 Apple Inc 2 1
and forests, making it among 6 5 TSMC 6 10
the most comprehensive in 7 3 ASML Holdings 1 32
the technology industry.” 9 9 Samsung 13 22
10 2 Microsoft 10 2
UK PROFESSIONAL 11 5 Alphabet 36 4
15 7 Intel 15 58
Sector Performance Score by Year 29 18 Qualcomm 74 68
33 38 Advanced Micro Device 67
Average score of all 18 Experience and Purpose Dimensions 36 – SAP NEW ENTRY 93
for all companies included in that sector for each year. 38 2 Tencent Holdings 14
43 5 Broadcom Inc 41 36
50 60 23 Oracle 65 45
61 6 Salesforce.com 84 52
40 40% 37% 35% 63 16 Intuit Inc 69 94
71 – Adobe Systems 87 47
30 33% 33% 33% 74 10 Texas Instruments 70
76 3 NEW ENTRY
29% 96
66
20 99

10

% 2022 2021 2020 2018 2016 2015 2014

Copyright © 2022 FutureBrand

FutureBrand Index 2022 Sector by Sector / Financials

5.2 Financials It seems that trust is returning
to financial institutions as the
sector has 18 companies in the
2022 Top 100. Financials also has
four new entries, all of which are
American: S&P Global, Blackstone
Inc, Charles Schwab Corporation,
and Morgan Stanley.

Canadian financials have had a good showing too with
Royal Bank of Canada (65) up 17 places year-on-year
and Toronto-Dominion Bank (72) up 19 places since
it last appeared in our table in 2014.

47 Copyright © 2022 FutureBrand

FutureBrand Index 2022 Sector by Sector / Financials FBI Global 2022 Company FBI Global PwC 2022
Ranking vs Ranking 2021 Position

2022 2021

23 15 Ping An Insurance 8 95
89
44 – S&P Global NEW ENTRY 61
7
5.2 Sector Snapshot 49 3 China Merchants Bank 52 60
72
“Ping An technology 52 2 Berkshire Hathaway 50 78
is the future.” 24
53 1 China Construction Bank 54 88
LATAM PROFESSIONAL 92
56 5 Agricultural Bank of China 51 82
37
65 17 Royal Bank of Canada 82 77
96
68 4 Bank of America 64 16
Toronto Dominion Bank 64
72 19 HSBC 91 90
Blackstone Inc 79
81 7 (2014)

Sector Performance Score by Year 82 – 88

Average score of all 18 Experience and Purpose Dimensions (2020)
for all companies included in that sector for each year.
NEW ENTRY
50
86 9 Industrial & Commercial Bank of China 77

40 87 – Charles Schwab Corporation NEW ENTRY
CommBank
30 32% 31% 91 11 JP Morgan Chase 80

28% (2018)

20 23% 24% 22% 19% 95 1 96

10

97 = Wells Fargo 97

% 2022 2021 2020 2018 2016 2015 2014

98 7 Bank of China 91

99 – Morgan Stanley NEW ENTRY

48 Copyright © 2022 FutureBrand

FutureBrand Index 2022 Sector by Sector / Healthcare

5.3 Healthcare With 16 businesses in our Top 100,
healthcare is continuing to do well
in an era of increasing awareness
of public health issues and
well-being needs.

The stand-out healthcare riser in 2022 is Novo Nordisk.
The Danish pharmaceutical company has rocketed up the
rankings to take 34th spot, a rise of 34 places year-on-year.
Also rising in this year’s FutureBrand Index is another pharma
firm, the Swiss-American Novartis (up 24 places to number 37).

Others climbing up the tables are two US firms - Thermo
Fisher Scientific (up 21 places to number 14) and Abbott
Laboratories (up 22 places to number 18).

49 Copyright © 2022 FutureBrand

FutureBrand Index 2022 Sector by Sector / Healthcare FBI Global 2022 Company FBI Global PwC 2022
Ranking vs Ranking 2021 Position

2022 2021

89 AbbVie 17 31
Danaher Corp 4 53
5.3 Sector Snapshot 13 9 Thermo Fisher Scientific 35 43
Abbott Laboratories 40 55
50 “AbbVie is one of the fastest 14 21 Medtronic 16 85
growing pharma companies, Pfizer 30 30
which has a good quality 18 22 UnitedHealth Group 39 12
research system and saves Amgen 46 98
human lives with its medicines.” 19 3 Novo Nordisk 68 35
Novartis 61 48
ASIA PACIFIC PROFESSIONAL 26 4 Bristol Myers Squibb 62 80
Johnson & Johnson 19 13
28 11 AstraZeneca 67 57
Eli Lilly & Co 71 33
30 16 Roche 63 25
Merck 83 56
34 34

Sector Performance Score by Year 37 24

Average score of all 18 Experience and Purpose Dimensions 48 14
for all companies included in that sector for each year.
51 32
50
57 10
40 40%
30 35% 32% 62 9

28% 28% 29% 26%

20

10

% 2022 2021 2020 2018 2016 2015 2014 78 15

79 4

Copyright © 2022 FutureBrand