In VML Intelligence’s 2026 survey, 15,639 adults across 16 markets were asked about the top three roles of brands. Here are eight important roles that consumers believe brands should play. Examples of how real brands have fulfilled these roles are also included.
1. “Savingme my money (32%)”
After Huawei, a global technology company based in China, certified its wearable device, the Watch D2, as a medical device in China—allowing consumers to purchase it through their health insurance instead of paying out of pocket—the watches sold out quickly.
2. “Makingmy life simpler (31%)”
Anyone who has selected paint colors knows that going through color palettes portraying thousands of available colors can be an overwhelming experience. That’s why Sherwin-Williams, a global manufacturer and distributor of paints and coatings based in the U.S., selects the Color of the Year annually. Additionally, the color palette that complements the Color of the Year, curated by Colormixology experts, is presented to help customers make decisions.

3. “Improving people’s health and wellbeing (30%)”
Chevron, an American oil and gas company, may be in the energy sector, but it has been a leader in the fight against HIV/AIDS since the mid-1980s. Besides medical interventions and community outreach programs, Chevron has pioneered HIV/AIDS policies in the workplace that prohibit discrimination and harassment against HIV-positive employees.
4. “Creating a more hopeful and positive future (22%)”
Besides selling airplanes and helicopters, Airbus, an aerospace company based in Europe, sends out its fleet to deliver humanitarian aid to places affected by conflicts and natural disasters. In 2024 alone, Airbus delivered more than 200 tons of essential aid.
5. “Bringing joy and laughter (18%)”
The Cheesecake Factory, a chain of restaurants in the United States and Canada, offers its members a free slice of cake on their birthdays, as well as personalized surprises throughout the year, which could be an extra slice of the customer’s favorite cake or an exclusive discount. Who doesn’t love birthday cakes and personalized surprise gifts, right?
6. “Supporting creativity and self-expression (16%)”
Many perfume brands now allow customers to create their own scents in stores. However, Olfactory NYC allows customers to do so in the comfort of their homes. How is that possible, you might wonder? First, nine core fragrances are mailed to customers to choose from. Once the core fragrance is selected, custom variations of that core fragrance are shipped to customers to choose from. Then, the final custom scent is delivered. If customers need assistance, they can book an online consultation with a scent-ologist for a fee.
7. “Educating people (16%)”
Ernst & Young, one of the Big Four consulting companies, launched EY College Mentoring for Access and Persistence, where Ernst & Young employees volunteer to mentor at-risk high school students regarding college applications and financial aid. So far, the volunteers have mentored more than 5,000 students in 35 cities across the United States.
8. “Bringing people together/creating a sense of community (13%)”
Four major supermarkets in the United Kingdom—Morrisons, Sainsbury’s, Tesco, and
Waitrose—together launched a nationwide campaign called Let’s make a meal of it to fight hunger in the UK. Customers can make donations either at their physical stores or online. Although the supermarket business can be cutthroat at times, these four brands still come together to support a worthy cause.

Bibliography:
· Airbus. (2025, May 19). 2024: The Airbus Foundation’s year in review. Airbus. https://www.airbus.com/en/newsroom/stories/2025-05-2024-the-airbus-foundations-year-in-review
· Chiu, E, & Stafford, M. (2026). The Future 100: 2026. VML Intelligence. https://www.vml.com/insight/the-future-100-2026
· Matsui, E. (2025, February 11). Huawei reportedly tagging smart watches as medical devices. Huawei Central. https://www.huaweicentral.com/huawei-reportedly-tagging-smartwatches-as-medical-devices/
· National AIDS Memorial. (n.d.). Chevron & the National AIDS Memorial. National AIDS Memorial. https://www.aidsmemorial.org/chevron
· Olfactory, NYC. (n.d.). At Home Custom Scent Experience. Olfactory, NYC. https://www.olfactorynyc.com/pages/at-home?srsltid=AfmBOooDRcAw6wcR5VQnaUG413DcYOQqdslskW1PVDXHh0ZFXgHfqX8_
· Puntillo, S. (2025, July 15). Private sector mentoring of the future workforce strengthens communities. EY. https://www.ey.com/en_us/about-us/corporate-responsibility/mentoring-of-the-future-workforce-strengthens-communities-and-careers
· Sherwin Williams. (n.d.). 2026 - Universal Khaki SW 6150. Sherwin Williams. https://www.sherwin-williams.com/en-us/color/color-of-the-year/2026
· Tesco. (2025, May 19). Four major supermarkets launch joint campaign to help fight hunger in the UK. Tesco. https://www.tescoplc.com/four-major-supermarkets-launch-joint-campaign-to-help-fight-hunger-in-the-uk/
· The Cheesecake Factory. (n.d.). Cheesecake Rewards®. The Cheesecake Factory. https://www.thecheesecakefactory.com/cheesecake-rewards
· United Airlines. (n.d.). Our sustainable aviation fuel (SAF) program. United Airlines. https://www.united.com/en/us/fly/company/responsibility/sustainable-aviation-fuel.html
· VML Intelligence. (2026). The Future 100: 2026. VML Intelligence. https://www.vml.com/insight/the-future-100-2026