Anglo American

Anglo American is a global mining company. With a score of 8.36, it tops the natural resources industry, coming in 35 whole ranks ahead of any other organisation in this field, at number 8.

The brand purpose ‘Re-imagining mining to improve people’s lives’ speaks to the role it plays in the world. While it’s hard to not be cynical, the brand idea and supporting narrative showcases how its products contribute to a more sustainable future. What’s also evident and noteworthy is Anglo American’s ability to adapt and evolve to meet society’s changing needs, which is reflected in the company’s sustainability strategy. What truly demonstrates the business’s dedication to sustainability is its willingness to collaborate with others in the industry. Its social performance system is published on its website for the world to see. We believe there are three key opportunities for Anglo American. Some of the current values such as ‘Safety’ and ‘Integrity’ feel far more like hygiene factors. The propositions only address customers and employees, missing out on other important stakeholder groups of the business. Specifically on the messaging for customers, the brand needs to reflect the forward-thinking ambition evident in the narrative and brand idea. We would also argue that its visual style is somewhat rigid and could work harder in terms of storytelling and reputation building.