The Legacy Lab, Team One’s think tank exploring the dynamics of long-term brand building in a short-term world, has released the results of its 2024 Legacy Makers 100 and Legacy Makers Radar lists.

The Legacy Makers 100 is a ranking of brands that consumers recognize as striving to shape a better future while simultaneously delivering superior products today. Those on the list scored highly on The Legacy Maker Index (LMI), a new measure of brand value based on a company’s dedication to making long-term contributions to people and society. Final rankings were based on a national survey of 10,000 respondents that evaluated an extensive list of brands complied by the top business and communication schools in the United States.

"The 2024 Legacy Makers 100 study highlights the growing demand for brands that not only articulate a vision for positive change, but also manifest that vision through more exceptional offerings," said Mark Miller, Chief Strategy Officer at Team One and co-author of Legacy in the Making (McGraw Hill). "The top-rated brands were those that consumers perceived as keeping their promises and making a real, measurable difference in their lives. Our research indicates that people are losing faith in marketers who make vague promises about a better world, and who fail to deliver on those promises through more thoughtful innovations."

This year’s study reveals that true modern Legacy Maker brands go beyond hollow advocacy to embody their ambitions through superior product performance. This insight has emerged as a critical driver of long-term brand strength, with consumers demonstrating greater loyalty and willingness to pay a premium for brands that deliver concrete, product-led change in line with their long-term goals.

The 2024 Legacy Makers 100 brands are:

1. Johns Hopkins Medicine2. Habitat for Humanity3. Mayo Clinic4. Girls Who Code5. NASA6. Cotopaxi7. TELFAR8. Alvin Ailey American Dance Theater9. National Geographic10. Filson11. Ami Colé12. The Museum of Modern Art (MoMA)13. RIMOWA14. Hybe15. Bombas16. FIGS17. PBS KIDS18. Bugaboo19. Shinola Detroit20. The Metropolitan Museum of Art (The Met)21. Amazon22. Veja23. Oatly24. World Surf League25. The Olympics26. Apple27. Simplehuman28. IWC Schaffhausen29. Arc’Teryx30. Savage X Fenty31. Microsoft32. H-E-B33. John Varvatos34. Google35. Duolingo36. The Bluebird Cafe37. Taylor Guitars38. Alo Yoga39. General Electric (GE)40. Seventh Generation41. On (athletic shoes and performance sportswear)42. Bill & Melinda Gates Foundation43. Glossier44. Rent the Runway45. John Deere46. REI47. Sesame Street48. Samsung49. SXSW50. Aesop51. Lucid Motors52. Intel53. Benefit Cosmetics54. Crayola55. Medium56. Blue Origin57. OpenAI58. Trader Joe's59. Caterpillar (CAT)60. Nvidia61. Bang & Olufsen62. AWAY63. USAA64. Rare Beauty (by Selena Gomez)65. Trek (Bikes)66. GSK67. Gymshark68. Uniqlo69. Golden Goose70. Calm71. GoFundMe72. Dove73. Canada Goose74. Moncler75. Kiehl's76. Toyota77. Breitling78. TED79. Vuori80. Pfizer81. Whole Foods Market82. Canva83. IBM84. UPS85. Fender Guitars86. Sonos87. YouTube88. Good American89. WNBA90. Miu Miu91. Pinterest92. Supreme93. St. Regis Hotels & Resorts94. SpaceX95. Lowe's Home Improvement96. Pixar97. Kashi98. KIND snacks99. Sony100. Zoom

Alongside The Legacy Makers 100, The Legacy Lab also unveiled The Legacy Makers Radar list, spotlighting 10 emerging brands that demonstrate the ambition and commitment to create lasting value. These emerging brands, all under 25 years old, received high LMI scores, indicating that consumers are enthusiastic to see how these brands will impact their lives in the years to come.

The 2024 Legacy Makers Radar list includes:

1. Aimé Leon Dore2. The Citizenry3. Reformation4. Owala5. The Ordinary (Skincare)6. Depop7. Califia Farms8. MrBeast9. Olipop10. Rivian

"The brands on The Legacy Radar List represent the vanguard of a new era in brand building. An era where product innovation and long-term impact are inextricably linked," said Miller. "By monitoring these rising stars, we gain invaluable insights into the future of modern legacy making and the evolving expectations of consumers."

For more information about the 2024 Legacy Makers 100 and Legacy Makers Radar lists, visit here.

ABOUT THE LEGACY LABLaunched by Team One in 2012, The Legacy Lab is a Los Angeles-based think tank exploring the dynamics of long-term brand building in a short-term world. It focuses on ambitious leaders—remarkable individuals who have succeeded in making their brands enduringly unique, inspiring, and influential—even as the times, technology and competition change around them. The Legacy Lab includes The Legacy Lab Consultancy, which helps brands build legacies with the understanding that aspirational brands endure over time and have lasting value, as well as The Legacy Lab Foundation—a nonprofit created to invest in leaders and organizations aiming to make a durable difference in the world. The Legacy Lab is an enterprise of Team One. For more information, visit The Legacy Lab and follow all the latest learnings on X, Facebook, and LinkedIn.

ABOUT THE LEGACY LAB FOUNDATIONThe Legacy Lab Foundation is a nonprofit part of Team One’s Legacy Lab, created to invest in leaders and organizations aiming to make a lasting difference in the world. Since 2019, it has been presenting a scholarship to students who represent the next generation of Legacy Makers. The scholarship is powered by The Giving Back Fund, an LA-based nonprofit that facilitates charitable giving. To learn more about The Legacy Lab Foundation Scholarship, visit: https://givingback.org/legacy-lab-scholarship.

ABOUT TEAM ONETeam One is Publicis Groupe’s fully integrated media, digital and communications agency dedicated to helping premium brands achieve their aspirations in the modern era. With 450 employees, Team One has six North American offices, including its Los Angeles headquarters, Dallas, New York, Chicago, Atlanta, and Boise. Team One clients include Lexus and the Lexus Dealer Association, The Ritz-Carlton, Marriott International, The RealReal, HKS Inc, Harman International, Koki hpt, Hewlett Packard Enterprise, HP Inc., Simplot, and Cathay Pacific. Team One continues to be recognized for its industry-leading work and unique culture that encourages innovation at all levels. To learn more about the agency’s work, team, and innovation ethos, visit TeamOne-USA.com.

PRESS CONTACT: Sarissa ThrowerCommunications, Team Onesarissa.thrower@teamone-usa.com