Nintendo, Spotify and Amazon named as top brands by We Are Futures' 2023 Social Impact Barometer

Nintendo, Spotify and Amazon have been named as Gen Z’s top brands when it comes to social impact. They outperformed 100 companies for their reputation on sustainability, community engagement, behaviour towards the individual and as an employer.

It’s Nintendo’s second year at number one. Spotify moved up to second place from number 12 last year while Amazon took third place from number 11. Google and Adidas, who were in second and third place last year, fell out of the top 15.  

The findings are from 2023’s Social Impact Barometer by brand and social impact agency We Are Futures. It is the only social impact report that assesses brands according to a basket of four metrics, analysing the social media language and traffic of 85,000 16-24-year-olds.

It comes as young consumers are less inclined to judge brands by traditional marketing touch points. The Barometer also surveyed 1500 Gen Z-ers and showed 66% wanted brands to spend less money on TV, radio and digital campaigns and more on initiatives that had a ‘positive impact’ on their lives.

Mark Fawcett, CEO of We Are Futures, said: "This year’s findings confirm that young people perceive marketing in a much broader way than older consumers. More of their decision-making is led by social beliefs and they watch how brands behave in the round.

"The cost-of-living crisis has added a need for practical help. With so many support structures failing them – government funding, university lecturers on strike, older generations destroying the planet – they are looking for support from elsewhere. This survey tells us there is a gap that can be filled by brands."