In another part of the new study, GfK checked in with consumers on 16 specific brands in eight key categories – from automotive to beverage to cleaning products. Did Americans see these brands as trying to make a difference, and how did they rank against each other?
The good news is that roughly half to two-thirds of consumers said these well-known brands were making at least some difference on major issues of the day. (See Table 4.) But they rated these very diverse brands as almost equal, even though some – like Seventh Generation and Ben & Jerry’s – have integrated sustainability and purpose deeply into their identities.