We’ve stopped what we are doing and creating your personalized BrandZ™ report, which will appear in your inbox soon.

Platforms that empower consumers through digital channels become prominent fixtures of the brand landscape

Platforms that empower consumers through digital channels become prominent fixtures of the brand landscape

Marise Pronk

Senior Executive / Analyst - Quantitative

Kantar
Marise.Pronk@kantar.com

In recent years, platforms that do not own content, cars, real estate, or inventory, but which instead empower consumers through digital channels, have become prominent fixtures of the global brand landscape. These companies use technologies that facilitate what is now known as “the sharing economy.” But while companies like Uber have benefitted from the consumer trend of possessing less and sharing more material goods with others, these brands were largely not founded from a desire to empower people with a shared social purpose to find each other and combine forces.

The app Too Good To Go goes a step further in empowering consumers. Lately, the impact of food waste has been gathering momentum in consumers’ minds. Too Good To Go makes use of this momentum – and facilitates the fight against large-scale food waste – by offering a platform that brings together buyers (consumers like you and I) and providers (business like supermarkets, restaurants, and bakeries looking to get rid of excess inventory). Too Good To Go seems to have all ingredients for a strong brand in place: it creates a strong emotional affinity with its users; meets the functional need of providing people with fresh food; and is salient, as it is all around users in the form of a wide network of participating businesses.