Guess which brand consumers find most relevant to their lives


Prophet's annual brand relevancy result is starting to sound like a broken record.
Prophet's annual brand relevancy result is starting to sound like a broken record.
Photo: Prophet

Spoiler alert: For the seventh year in a row, Apple topped consumers’ lists as the most relevant brand to their everyday lives. Seems like the Cupertino tech giant can’t lose in this particular race.

You have to wonder who placed 293rd. That’s how many companies the annual survey evaluated, in 27 categories.

Prophet survey: Apple is the most relevant brand to consumers

A company called Prophet conducts the survey every year. Its full title is: Prophet Brand Relevance Index: the brands people can’t live without in 2022. For this year’s edition, Prophet asked 13,500 consumers across the U.S. about the brands that matter most to them as customers.

“A new pattern of relevance emerged in this research: Brands are finding success in our new normal by connecting with us as humans — by appealing to the head and the heart,” Prophet noted.

Apple came in at number 1, with Peloton, Spotify, Bose and Android rounding out the top 5. See a pattern there? They’re all tech companies focused on connecting users and personalizing experiences. Prophet noted folks tend to make brands like those part of their identity.

“After two years in pandemic mode, enabling consumers to engage with others even while isolated is a big priority, according to the BRI,” Prophet said. “The biggest brands are tech fueled, can be personalized and help people connect human-to-human without leaving the house.”

‘The Beatles of all brands’

Prophet rates a company as relevant based on its connection to people’s personal needs as well as humanity itself. A relevant brand can “excel by speaking to people’s hearts, making magic with a dazzling ability to inspire and connect.”

That does sound like Apple, doesn’t it?

“The Beatles of all brands, Apple tops our charts again,” Prophet said about the company. “It continually proves that it is far more than just a phone, a watch or earbuds. With Ted Lasso-like charm, it smoothly delivers millions of songs, games and workouts to draw us into its always-inspiring ecosystem.”

Prophet added that the most relevant brands “provide opportunities for people to become part of communities with passionate individuals who have shared interests.”

It may seem a bit surprising that Peloton came in a number 2 and Spotify ranked third. Both companies have seen some tough times lately. Peloton has seen sales slide and Spotify has been under fire for controversial podcasts. Yet Prophet seems bullish on them.

‘Whether it’s a wearable health tracker providing customers with personalized workout challenges and goals or a streaming service enabling users to create the perfect playlist, brands that put consumers in charge of how and when they engage win across the board,’ said Marisa Mulvihill, partner and head of brand and activation at Prophet. ‘Even as the pandemic subsides, preferences for user-led engagement are not going away. To stay relevant with consumers, brands will have to think about how they can put their customers in the driver seat and deliver personalized and customized experiences.’

The top 10 most relevant brands of 2022:

  1. Apple
  2. Peloton
  3. Spotify
  4. Bose
  5. Android
  6. Instant Pot
  7. PlayStation
  8. Fitbit
  9. TED
  10. USAA

Read Prophet’s survey results. You can download the full report. And feel free to tell in the comments section below if you agree with its findings.



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