• by Steve McClellan  @mp_mcclellan, June 7, 2021

The ANA and its Center for Brand Purpose today launched a new index that evaluates and ranks national brands according to their environmental, social and governance impact. The index was developed in partnership with consumer research firm Swayable.

The index is based on daily consumer surveys on the ESG performance of more than 400 brands.

The surveys are based on a sample of over 15,000 consumers and rankings will be updated monthly. Respondents are acquired through Swayable’s proprietary network of mobile applications, both directly and via partnerships, and are offered non-cash incentives to participate.

The index currently tracks brands across seven verticals, including retail, fast-moving consumer goods, travel, insurance, finance, healthcare, and media/entertainment.

ANA CEO Bob Liodice said the new index would 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 and available to ANA members only, listing the top 20 ranked brands per vertical and related information. Additional insights about the index and the brands on it will be provided on the Swayable website.

“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.”