Cadbury’s, Aldi and LEGO successfully foster the most emotional connection in the UK2023.08.10
RED C’s first UK Brand Reaction Index (BRI) study of 128 brands among n=2,070 UK adults reveals that British brand Cadbury, is the most emotionally connected brand in the UK. Positive connection to Cadbury is felt across the generations, ranking 1st among Millennials and Baby Boomers but also in the Top 5 for other age groups.
Aldi’s performance as the 2nd strongest brand on BRI in the UK is likely driven by the increasing need for UK consumers to find budget friendly alternatives in a cost-of-living crisis and the recognition that this doesn’t mean that shoppers need to compromise on quality.
LEGO is the 3rd most emotionally connected brand in the UK. As with Cadbury, this performance is driven by the positivity that surrounds the brand and its products as well as a strong sense of nostalgia for something that has been loved by families for decades.
Demographic nuances reveal that Gen Z finds a deeper emotional connection with popular media brands including Spotify, YouTube, and Instagram whilst Gen X have strong connections with snack brands including Hula Hoops and Pringles.
Looking at BRI scores by market sector, Grocery is the highest-ranking category on BRI in the UK, followed by Beauty and ‘Out of town retail’. This is likely due to the importance of the products they sell for everyday life and the accessibility of their products for everyone. At a time when energy costs have been soaring, it’s perhaps not surprising that large energy companies have seen the most negative BRI scores.
We’ve covered a wide range of market sectors. If you would like to find out more about how emotionally connected your brand is vs its competitors, download the full report below and do not hesitate to get in touch to find out more.