Cadbury overtakes Lego to become the UK’s most emotionally connected brand

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Cadbury overtakes Lego to become the UK’s most emotionally connected brand

The results from the third wave of our Brand Reaction Index (BRI) are now live!

Find out how your brand has emotionally connected with UK consumers over the last 12 months as we showcase the winners & losers. For 2025, we take a generational lens to our analysis and name the top performers amongst Gen Z, Millennials, Gen X and Baby Boomers.

Our Brand Reaction Index measures emotional connection across 134 brands from 13 sectors:

FMCG, Groceries, Food Outlets
Financial services, Infrastructure & Energy, Telecoms, Travel
Out of town retailers & Online marketplaces, Retailers
SVOD & Entertainment, Social media, Technology, Gaming / Toys

Download the full report to find out more!

Click here for the BRI UK Infographic summary