Kimberly-Clark’s Huggies featured on Forbes’ list for social impact

Kimberly-Clark has been recognized on the Forbes Best Brands for Social Impact list, driven by data from HundredX, with its Huggies brand in the spotlight. The list, which includes the top 300 brands out of a possible 3,000+, was compiled by considering brands’ trustworthiness and overall values, as well as their support of communities, sustainability practices and social stances. Consumers have expressed their trust in Huggies to keep their babies comfortable and safe, reflecting the growing importance customers place on corporate values and actions beyond the products themselves.

Despite recent reports of declining corporate and public support for companies’ environmental, social and governance (ESG) initiatives, Huggies’ inclusion on the Forbes list suggests that consumers increasingly value companies’ efforts in these areas. The list was created in collaboration with HundredX, a customer insights company, which conducted an online survey of more than 185,000 consumers from March 2023 through February 2024. Respondents evaluated brands and products in several categories, including General Brand Values and Trust, Social Stances, Sustainability and Community Support.

HundredX CEO Rob Pace notes that 27% of respondents this year expressed strong positive or negative feelings about the social impact of brands, up from 22% last year. This trend reflects the growing importance consumers place on corporate actions in making purchasing decisions, suggesting that brands must consider these efforts as an integral part of their corporate identity lest they risk losing potential customers.