The Inspire Score: Top 100 2021

Tech giants Google, Apple and Samsung dominated the ranking of the top 100 most inspiring brands in the world, led by global marketing communications agency, Wunderman Thompson. The tech giants scored so highly because of their ability to connect people in new ways and elevate people’s lives to be better.

Now in its second year ‘The Inspire Score: Top 100 2021,’ is Wunderman Thompson’s diagnostic tool that measures a brand’s inspiration status and uncovers the brand attributes that fuel business growth through their ability to inspire people. The annual list of the Top 100 Most Inspiring Brands in the World tracks and analyses the brands that are best at inspiring their customers, revealing how inspiration affects a brand’s ability to drive growth in market share and command a price premium.

“Inspiring growth for ambitious brands is at the heart of everything we do. Our research proves a strong correlation between inspiration and brand growth, which is why our annual list of the Top 100 Most Inspiring Brands is a powerful tool for large and small brands alike. It demonstrates the power of inspiration by helping brands understand people’s evolving preferences for the product, services, and experiences they can design to spark their imagination and motivate change,” says Mel Edwards, global CEO at Wunderman Thompson 

Google jumped to the top of the ranking as it continued to focus on simplifying the customer experience and help people navigate better in both the physical and digital world. Google was followed by Apple, which has long been built on the premise of unlocking ones creative potential, and Samsung, whose philosophy is a promise to open new possibilities.

Similarly, Amazon came fourth on the list, with its plans for growth spanning a range of areas, from supermarkets to start-ups and Hollywood studios.

“Based on research into inspiration in the field of motivational psychology, we found that the most inspirational brands scored highly on three factors: elevating (having a positive impact on society, improving people’s lives); agnetic (make consumers feel like they’re making a popular, exciting choice); and motivation (offer people a way to help accomplish their goals). Together these inspiration factors driven growth. The top brands for 2021 inspire people to think differently, proving brands have the power to ignite change and make the world a more inspiring place,” says Neil Dawson, global chief strategy officer at Wunderman Thompson.

Brands that have been especially useful during COVID-19 such as YouTube, Microsoft, Facebook, Netflix, WhatsApp, and Instagram are also among some of the highest ranking, reflecting people’s need to feel connected and entertained during the pandemic. Likewise, fast-food brands such as McDonalds, Starbucks, Burger King and Domino’s Pizza are among the Top 50, demonstrating people’s desire for fast food during periods of lockdown.