WHO EXACTLY ARE THESE 50 ‘CITIZEN BRANDS’? Who best embodies the attributes of a Citizen Brand? As part of the Local Citizen Brands consumer element of the study, we asked 5,300 respondents to rate 150 brands according to the six attributes, creating an index of Citizen Brands. Of these, 100 were global and 50 market specific, all group/parent brands with consumer visibility, spread across 10 diverse categories. 100 Citizen Brands categories Global Citizen Brands Retail CHAPTER 02: CITIZEN BRANDS: FINDING BALANCE BETWEEN SELF AND SOCIETYConsumer tech Consumer goods Energy Entertainment & media Health & wellness Financial services Mobility Fast food & beverages Travel & hospitality 4 202 CITIZEN BRANDS REPORT 16