New Measurement Tool Tracks Consumer Perceptions
NEW YORK (June 7, 2021) — The ANA and its Center for Brand Purpose today launched the ANA/Swayable ESG Brand Perception Index, a new measurement tool that ranks national brands according to their environmental, social and governance impact.
The index is based on daily surveys of consumer opinions on the ESG performance of more than 400 brands and was created in partnership with Swayable, a research technology platform vendor that specializes in consumer insights.
The Index currently tracks brands across seven verticals, with the ability to add more in the future. The verticals are: Retail, Fast Moving Consumer Goods (FMCG), Travel, Insurance, Finance, Healthcare, and Media/Entertainment.
“Brands today are more conscious of their ESG impact than ever, and rightly so,” said ANA CEO Bob Liodice. “The new ANA ESG Index will provide marketers with a valuable new tool to help them objectively gauge how their brands are being perceived by consumers, thereby becoming a crucial asset to growth.”
The Index is hosted on the ANA website [add link] and available to ANA members only, listing the top 20 ranked brands per vertical along with key insights. A link to the Swayable website will be provided where members can obtain additional information.
The surveys conducted to create the index are based on a sample of over 15,000 consumers age 18 or older and are updated monthly. Each consumer respondent is asked to score 10 brands randomly selected from a single industry vertical. Respondents are asked questions on brand familiarity, purchase intent, environmental and social impact, and level of trust in brand governance in addition to answering a range of demographic, attitudinal, and behavioral segmentation questions.
“Some companies make serious investments in doing the right thing,” Swayable CEO James Slezak said. “How that translates through to consumer demand is something we’re very interested to model and get into the hands of brand decision-makers.”
Using “Tracker,” Swayable’s proprietary mobile survey interface, consumers give answers to questions on a scale of zero to 100. An overall score is then calculated based on a scaled average of the Environment, Social and Governance metrics.
ANA and Swayable then report the top 20 scoring brands for each vertical, as ranked by their Overall ESG score. Margin of error (confidence interval) is 1-2 points, at an 80 percent confidence level.
Respondents are acquired through Swayable’s proprietary network of mobile applications, both directly and via partnerships, and are offered non-cash incentives to participate in consumer opinion research. All respondents actively opt in and give clear informed consent. No personally identifiable information is collected.
The ESG Index is a service offered by the ANA as part of its Center for Brand Purpose, which was launched in 2018 to fuel business growth by helping marketers create purpose-driven, strategic programs and solutions for their products and services.
ABOUT THE ANA
The mission of the ANA (Association of National Advertisers) is to drive growth for marketing professionals, brands and businesses, the industry, and humanity. The ANA serves the marketing needs of 20,000 brands by leveraging the 12-point ANA Growth Agenda, which has been endorsed by the Global CMO Growth Council. The ANA’s membership consists of U.S. and international companies, including client-side marketers, nonprofits, fundraisers, and marketing solutions providers (data science and technology companies, ad agencies, publishers, media companies, suppliers, and vendors). The ANA creates Marketing Growth Champions by serving, educating, and advocating for more than 50,000 industry members that collectively invest more than $400 billion in marketing and advertising annually.
Swayable is a cutting-edge consumer research and data science platform built to provide scientific insights on the impact of creative and messaging in as little as 24 hours. The company was founded in 2018 with the mission of supporting storytellers in telling important truths more effectively. Its technology is now deployed by Fortune 100s, leading global brands, and even the winning Biden-Harris Presidential campaign to break through and win new supporters. Swayable enables deep insights into the impact of content before a campaign is launched, pulling from a respondent network that reaches over 50 million people in 190 countries, and state-of-the-art machine learning modeling. It lets campaign decision-makers know what stories drive demand and change opinion, and what consumer segments they have impact on.
Director of Communications