Responsible Brands Barometer 2021

Barometer of major brands perceived as responsible 2021

This study*, carried out in partnership with LSA and M6 Publicitéreports the ranking of major brands according to their responsibility as seen by the French in 2021.

Indeed, responsibility is now one of the value criteria most closely scrutinized by consumers. Expectations are so high that, if they want to remain at the top of the rankings, retailers need to be not only stakeholders, but also good communicators. The quality of products and services, safety, transparency, local employment, the use of French raw materials, and the unconditional reduction of carbon footprints... these are just some of the themes that are exciting the crowds.

Over and above these growing concerns, the act of buying can have a real impact, whether positive or negative.

Discover the results of our survey in our 4-part infographic:

Episode 1: Vision of the French

In this^1st part, we look at how the French define a responsible brand. We also find out how they feel about brands' economic, social and environmental commitments.

Things to remember :

More than one French person in two considers that brands are not sufficiently committed, whether economically, socially or to the environment. The quality and safety of products and services, as well as transparency towards consumers, remain the main criteria for calling a brand responsible.

Episode 2: Consumer typologies

The study, carried out among 5,000 people, reveals 4 profiles for 4 "visions of the responsible brand". Half the sample are "demanding", a quarter "pragmatic", 23% "enthusiastic" and a small minority of 5% "skeptical".
Discover the characteristics of these profiles and their purchasing habits in this second section.

Things to remember :

The "demanding" group stands out. These consumers consider that a responsible brand has several components, but deplore a lack of commitment in relation to their expectations. They are strong media consumers. Brands would therefore do well to use the Internet, television, radio and the press to demonstrate their commitments: it's time to demonstrate.

Episode 3: Barometer of major brands perceived as responsible

In this^3rd installment, find out which brands were cited by the sample in response to the question "If you had to name just one responsible brand, which would spontaneously spring to mind?" Then the top 3 brands cited as responsible, by sector.

Things to remember :

Most of the 10 brands mentioned have made efforts in recent years to offer consumers transparency and commitment. Danone talks about sustainable food, Leclerc has set up a sanitary protection collection scheme, Intermarché plays on the local aspect... And "c'est qui le patron", the brand created by consumers, makes its debut in the ranking, directly in ^8th place!

Episode 4: Impact on purchasing

This latest episode highlights the reality of consumers' buying decisions in relation to brands.

Things to remember :

With 80% of consumers saying they are influenced by a brand's responsibility when making a purchase, the stakes are extremely high for retailers. Commitments are expected on several levels, particularly by Millennials who are leading the way. One year on from the Covid 19 pandemic, which further upset customer expectations, the time for proof has arrived.

*Survey carried out on a sample of 5,000 respondents. You can find the full results on LSA.