These brands are disrupting the status quo by changing consumer expectations. Though they span different industries, they possess a common characteristic; simplicity is at the core of experiences they deliver. They are empowering people, reimagining experience, removing friction and saving time.
2
1
Internet search
| Rank Change: | -1 |
| Industry: | Internet search |
3
Amazon
5
Internet retail
| Rank Change: | +5 |
| Industry: | Internet retail |
5
Samsung
2
Electronics
| Rank Change: | +2 |
| Industry: | Electronics |
7
McDonald’s
1
Restaurants
| Rank Change: | -1 |
| Industry: | Restaurants |
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11
Netflix
9
Internet retail
| Rank Change: | -9 |
| Industry: | Internet retail |
13
IKEA
4
Retail / General (mega / department store)
| Rank Change: | +4 |
| Industry: | Retail / General (mega / department store) |
14
KFC
2
Restaurants
| Rank Change: | -2 |
| Industry: | Restaurants |
16
Pizza Hut
2
Restaurants
| Rank Change: | -2 |
| Industry: | Restaurants |
18
Prime Video
2
Internet retail
| Rank Change: | +2 |
| Industry: | Internet retail |
19
Marks & Spencer
28
Retail / Grocery
| Rank Change: | +28 |
| Industry: | Retail / Grocery |
20
4
Social media
| Rank Change: | -4 |
| Industry: | Social media |
23
H&M
16
Retail / Fashion; clothes
| Rank Change: | +16 |
| Industry: | Retail / Fashion; clothes |
24
Adidas
3
Fitness
| Rank Change: | -3 |
| Industry: | Fitness |
25
YouTube
21
Social media
| Rank Change: | -21 |
| Industry: | Social media |
26
Philips
1
Electronics
| Rank Change: | -1 |
| Industry: | Electronics |
27
Apple
8
Electronics
| Rank Change: | +8 |
| Industry: | Electronics |
Also view in:
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31
Starbucks
7
Restaurants
| Rank Change: | -7 |
| Industry: | Restaurants |
33
Microsoft
4
Electronics
| Rank Change: | +4 |
| Industry: | Electronics |
34
Nike
12
Fitness
| Rank Change: | -12 |
| Industry: | Fitness |
Also view in:
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36
Sephora
2
Retail / Health and beauty; drugstore
| Rank Change: | -2 |
| Industry: | Retail / Health and beauty; drugstore |
38
Reebok
14
Fitness
| Rank Change: | +14 |
| Industry: | Fitness |
40
HP
8
Electronics
| Rank Change: | +8 |
| Industry: | Electronics |
41
LG
10
Electronics
| Rank Change: | -10 |
| Industry: | Electronics |
42
Dell
3
Electronics
| Rank Change: | +3 |
| Industry: | Electronics |
43
Toyota
3
Automotive
| Rank Change: | -3 |
| Industry: | Automotive |
Also view in:
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45
Sony
22
Electronics
| Rank Change: | -22 |
| Industry: | Electronics |
46
Walmart
33
Retail / General (mega / department store)
| Rank Change: | -33 |
| Industry: | Retail / General (mega / department store) |
47
1
Social media
| Rank Change: | -1 |
| Industry: | Social media |
Also view in:
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48
ZARA
7
Retail / Fashion; clothes
| Rank Change: | +7 |
| Industry: | Retail / Fashion; clothes |
49
Vodafone
2
Telecommunications / Cell phone service providers
| Rank Change: | +2 |
| Industry: | Telecommunications / Cell phone service providers |
50
Volkswagen
20
Automotive
| Rank Change: | +20 |
| Industry: | Automotive |
54
Trivago
11
Travel / Booking
| Rank Change: | -11 |
| Industry: | Travel / Booking |
Founded in 2005, trivago “removes the stress” from the online booking process. Travelers can effortlessly search over 1.3 million hotels in over 190 countries to find the ideal hotel at the best rate. Currently operating on 55 live international platforms in 33 languages, finding a place to rest your weary head has never been “easier.”
56
Hyundai
8
Automotive
| Rank Change: | +8 |
| Industry: | Automotive |
57
Hilton
34
Travel / Hotels
| Rank Change: | +34 |
| Industry: | Travel / Hotels |
58
Uber
22
Travel / Car rental
| Rank Change: | -22 |
| Industry: | Travel / Car rental |
59
Snapchat
18
Social media
| Rank Change: | -18 |
| Industry: | Social media |
60
Panasonic
10
Electronics
| Rank Change: | -10 |
| Industry: | Electronics |
62
DHL
10
Shipping / Mail
| Rank Change: | +10 |
| Industry: | Shipping / Mail |
63
Skype
17
Telecommunications / Cell phone service providers
| Rank Change: | +17 |
| Industry: | Telecommunications / Cell phone service providers |
64
Holiday Inn
30
Travel / Hotels
| Rank Change: | +30 |
| Industry: | Travel / Hotels |
67
Airbnb
14
Travel / Hotels
| Rank Change: | +14 |
| Industry: | Travel / Hotels |
69
Ford
7
Automotive
| Rank Change: | +7 |
| Industry: | Automotive |
71
Audi
12
Automotive
| Rank Change: | +12 |
| Industry: | Automotive |
73
TikTok
19
Social media
| Rank Change: | -19 |
| Industry: | Social media |
74
FedEx
3
Shipping / Mail
| Rank Change: | +3 |
| Industry: | Shipping / Mail |
77
2
Social media
| Rank Change: | -2 |
| Industry: | Social media |
Also view in:
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78
Marriott
7
Travel / Hotels
| Rank Change: | +7 |
| Industry: | Travel / Hotels |
79
Citibank
5
Banks / Retail
| Rank Change: | +5 |
| Industry: | Banks / Retail |
Survey respondents indicated that they found this retail bank’s commercials and statements confusing. In addition, lengthy disclaimers, legalese and wordy emails appear to be barriers to simple experience for respondents this year.
82
Boots
33
Retail / Health and beauty; drugstore
| Rank Change: | -33 |
| Industry: | Retail / Health and beauty; drugstore |
84
UPS
10
Shipping / Mail
| Rank Change: | -10 |
| Industry: | Shipping / Mail |
86
HSBC
25
Banks / Retail
| Rank Change: | -25 |
| Industry: | Banks / Retail |
The global bank and its peers receive similar complaints: confusing products , policies and security measures some people find confusing. “Security is important,” explains a respondent, “but their secure key I find difficult to use.” Customers also report trouble getting in contact with service representatives, and a relatively light marketing presence in some regions. “Out of sight, out of mind!” quips one respondent.
87
BMW
16
Automotive
| Rank Change: | -16 |
| Industry: | Automotive |
88
O2
Telecommunications / Cell phone service providers
| Rank Change: | No Change |
| Industry: | Telecommunications / Cell phone service providers |
90
Hertz
11
Travel / Car rental
| Rank Change: | +11 |
| Industry: | Travel / Car rental |
Car rental company Hertz lands in the Bottom 10 this year due to what respondents perceive as confusing terms and conditions and unclear costs. Other respondents complained of difficulty getting clear quotes on the company’s website and a lengthy registration process.
91
Mercedes-Benz
13
Automotive
| Rank Change: | -13 |
| Industry: | Automotive |
93
Virgin Mobile
26
Telecommunications / Cell phone service providers
| Rank Change: | -26 |
| Industry: | Telecommunications / Cell phone service providers |
95
16
Social media
| Rank Change: | -16 |
| Industry: | Social media |
For social network LinkedIn, the confusion begins with articulating its purpose. “No one really understands how to use LinkedIn,” says one dismissive respondent, echoing the sentiment of many others. In addition, LinkedIn has faced several lawsuits in the past few years due to data breaches and privacy concerns, including hefty payouts due to providing potentially inaccurate user data to employers. Sometimes, social just isn’t simple.
96
Enterprise
Travel / Car rental
| Rank Change: | No Change |
| Industry: | Travel / Car rental |
97
Budget
7
Travel / Car rental
| Rank Change: | +7 |
| Industry: | Travel / Car rental |
98
AXA
9
General insurance
| Rank Change: | -9 |
| Industry: | General insurance |
This global insurance group lands in the bottom spot again this year. Survey respondents are frustrated by the brand’s lack of clarity in everything from pricing to communications and digital experiences. “Explanations from the company are garbled and hard to understand,” writes one respondent, adding for good measure, “Their website isn't user-friendly.”
99
Ryanair
8
Travel / Air
| Rank Change: | +8 |
| Industry: | Travel / Air |
Budget airline Ryanair has a reputation for dirt-cheap air travel in Europe, but survey respondents would warn you not to get taken in by the attractive price tag. Hidden charges include everything from baggage to booking fees to credit cards. Recently, the airline has made a concerted effort to step up their customer service—resulting in an uptick of bookings. We’ll see if simplifying the experience allows this brand to climb next year.
100
Twitter (X)
42
Social media
| Rank Change: | -42 |
| Industry: | Social media |
Also view in:
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101
Sky
32
Telecommunications / Cable providers
| Rank Change: | -32 |
| Industry: | Telecommunications / Cable providers |
103
Bupa
11
Health insurance
| Rank Change: | -11 |
| Industry: | Health insurance |
When it comes to personal health, transparency and honesty are key to building trust. And this is where Bupa fails to deliver, according to survey respondents. “They do not give clear pricing structure or services offered in their communications,” a respondent writes. With hidden charges and hidden restrictions, simplicity appears hard to come by.
104
Avis
2
Travel / Car rental
| Rank Change: | -2 |
| Industry: | Travel / Car rental |
“Hidden extras” might sound like a good thing, except when it comes to fees. Sneaky extra charges plague this car rental company’s customers, who also seem baffled by the difficulty comparing offers and getting a quote online. Non-native English speakers also complain that the website doesn’t offer other language choices.
