Consumer Reports Launches a New Era of Consumer Power and Protection

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Iconic Organization Takes Transformative Step with New Brand Identity and Ratings System

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We believe that consumers today have more power than ever to shape industries to better serve their needs, and we are embarking on this journey to better harness that power and partner with consumers to create a fairer and more transparent marketplace.

Consumer Reports, the world’s largest and most trusted nonprofit consumer organization, today revealed the new face of its transformation to better serve the interests and raise the voices of consumers. Initial changes, now reflected on the organization’s digital platforms and in the iconic Consumer Reports magazine’s November issue, introduce a modern visual identity and logo, a more intuitive ratings system designed for the digital age, and a new tagline: “Smarter choices for a better world.”

The new brand identity represents the change underway at Consumer Reports as the organization executes on its vision to create a marketplace that listens to, responds to, and prizes the voices of consumers by putting their needs first. While it will continue to provide the independent, rigorous testing, research, and insights that have served consumers, fueled market competitiveness, and strengthened citizen engagement for 80 years, the organization is now focused sharply on:

  • Defining and driving a new era of consumer power and protection in the complex digital economy, harnessing technology and data for consumers’ benefit;
  • Creating a powerful membership community that connects and engages consumers everywhere to champion transparency, knowledge, and fairness in both the products and services they purchase and in the marketplace broadly; and
  • Addressing the most urgent threats and pain points faced by consumers today, such as data privacy and security, autonomous cars, health care costs, food safety, and transparency in financial markets.

“We believe that consumers today have more power than ever to shape industries to better serve their needs, and we are embarking on this journey to better harness that power and partner with consumers to create a fairer and more transparent marketplace,” said Marta Tellado, President and CEO of Consumer Reports. “We recognize that being a trusted partner requires us to be inventive, entrepreneurial, and fluent in the ways consumers engage with the world today, and our new brand identity and ratings system are just the beginning.”

Over the next year, consumers will start to see these changes come to life across every facet of Consumer Reports’ work as the organization begins to address consumers’ needs in new and dynamic ways. Today, consumers are inundated with free information and reviews that offer convenience but that can often be misleading or incomplete, making Consumer Reports’ unique leadership role as the unbiased expert in the marketplace more important than ever. Consumer Reports’ historic independence and scientific rigor is unwavering, and the organization will remain unconstrained by advertising or other external influences, as it has for the last 80 years.

“Throughout our history, Consumer Reports has worked alongside consumers to achieve many hard-fought victories on product safety and quality — everything from spurring the earliest seat belt laws and championing food and water safety standards to fighting against predatory lending in the financial marketplace,” Tellado said. “To address the complex issues consumers face today, we will concentrate our efforts around the areas where consumers tell us they experience the most frustration and harm, and continue to evolve our organization to meet their needs.”

About Consumer Reports
Consumer Reports is the world’s largest and most trusted nonprofit consumer organization, working to improve the lives of consumers by driving marketplace change. Founded in 1936, Consumer Reports has achieved substantial gains for consumers on food and product safety, financial reform, health reform, and many other issues. The organization has advanced important policies to prohibit predatory lending practices, combat dangerous toxins in food, and cut hospital-acquired infections. Consumer Reports tests and rates thousands of products and services in its 50-plus labs, state-of-the-art auto test center, and consumer research center. It also works to enact pro-consumer laws and regulations in Washington, D.C., in statehouses, and in the marketplace. An independent nonprofit, Consumer Reports accepts no advertising, payment, or other support from the companies that create the products it evaluates.

© 2016 Consumer Reports. The material above is intended for legitimate news entities only; it may not be used for advertising or promotional purposes. Consumer Reports® is an expert, independent nonprofit organization whose mission is to work for a fair, just, and safe marketplace for all consumers and to empower consumers to protect themselves. We accept no advertising and pay for all the products we test. We are not beholden to any commercial interest. Our income is derived from the sale of Consumer Reports®,® and our other publications and information products, services, fees, and noncommercial contributions and grants. Our Ratings and reports are intended solely for the use of our readers. Neither the Ratings nor the reports may be used in advertising or for any other commercial purpose without our permission. Consumer Reports will take all steps open to it to prevent commercial use of its materials, its name, or the name of Consumer Reports®.

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Kelli Halyard

Kevin Goldman