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.”