Bimbo was recognized as one of the most meaningful brands according to the Meaningful Brands® 2019 study presented by the Havas Group global communications firm, which aims to link a brand’s performance with people’s quality of life and wellbeing. In this year’s edition Bimbo came in ninth place, positioning itself as one of the most meaningful brands worldwide and the only food company within the top 10, standing out for its commitment to the quality of life and welfare of its consumers.

The study, created by Havas Group with a base of 1,800 brands in 31 countries including Mexico, indicates that brands that are meaningful and are considered to make the world a better place reap more benefits in terms of trust, preference and market share.

This year, Meaningful Brands® reveals that brands need to be relevant in order to survive. In other words, they need to go beyond the product itself, exploring how they tangibly improve people’s lives in three aspects: functional, personal and collective benefits.

The findings from the study demonstrate that consumers recognize in brands attributes such as ethics, transparency, diversity, benefit to the economy and that it be considered as a good place to work. In addition, they value the role that brands play in their personal wellbeing, by creating feelings of pride, making their lives simpler or offering peace of mind.

According to María Garrido, Chief Insight & Analytics Officer for Havas Group, consumers want brands to be more involved in social issues and to facilitate their daily lives as well.

Grupo Bimbo is a company that is fiercely proud to be Mexican. It contributes to the welfare of the country by creating quality jobs and strengthening its value chain, from the source of the products in the field to the contact with millions of families.

Grupo Bimbo thanks every one of its customers and it reaffirms its commitment to nourishing a better world by promoting initiatives that improve the quality of life and wellbeing of all families.