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Benevolence is an age-old concept that implies being friendly, caring, and wishing well for others. In this sense, brand benevolence refers to a brand’s ability or willingness to do good. The idea of ​​brand benevolence was introduced by the BVA Institute and the advertising agency Change, which launched a benevolence index measuring consumers’ perceptions of a brand’s capacity to act in a beneficial way. While proponents emphasize the active nature of benevolence as opposed to a more passive approach, the use of this specific term also serves to promote and increase the visibility of the institute and the agency. Some might even consider it a mere fad.

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