With the “Future Readiness Index 2026”, the management consultancy Globeone examines how future-ready Germany’s leading brands are perceived from the perspective of the population. For the study, around 6,000 citizens were surveyed and rated around 160 German companies and brands.
The focus was on a total of 30 criteria that, according to Globeone, determine whether a company is considered sustainable. The study bundles these factors into three central areas: social acceptance, economic and strategic performance and emotional sustainability, i.e. the question of whether brands convey trust, relevance and confidence.
A key finding of the study: Only around every second brand is currently perceived by those surveyed as sustainable. In light of ongoing economic and geopolitical crises, trust and differentiation are increasingly seen as critical factors in the competition for social relevance, according to Globeone. However, only 19 of the 158 brands analyzed are classified as top performers, while the majority are in the broad midfield. According to the study, nine companies have significant deficits.
Sustainability also depends on external perception, especially in times of crisis
The ranking is led by dm-Drogerie Markt, followed by the German Red Cross, Rossmann, Siemens Healthineers and Fielmann. Adidas is also one of the top performers at eleventh place. Other fashion and clothing brands are in the middle, such as Otto (38th place), Puma (46th place) and Hugo Boss (71st place). Zalando is at the bottom of the industry in 89th place, while Deutsche Bahn, Bild and Vonovia (places 156 to 158) are at the bottom of all ratings.
According to the study, companies from the retail, technology and medical technology sectors appear to be particularly future-proof. On the other hand, those surveyed were more critical of brands from the finance, real estate, media and transport and logistics industries. What is also noticeable is a deficit in emotional factors: many brands lack a vision for the future, optimism, authenticity and an inspiring effect. While NGOs primarily score points when it comes to social acceptance, technology brands are valued for their performance. Retail achieves the best results in the area of emotional sustainability.
The study expressly no longer sees future viability as a purely internal transformation issue. Rather, it is intended to show how well companies can credibly communicate their strategic changes to the outside world and anchor them in society. The background is the ongoing economic and geopolitical crises, increasing competitive pressure and technological upheavals, which are putting many industries under pressure to change.
