Across numerous platforms—including cloud storage, navigation, and analytics, to name a few—Google adheres to their mission: “to organize the world’s information and make it universally accessible and useful.” And, with their acquisition of Fitbit—the wizards of wearable fitness trackers—Google is only strengthening that purpose. The portfolio addition puts Google one step closer to simplifying the path to better health and wellness for all.

In a time of social distancing, Netflix has made it simple for people throughout the world to connect. For instance, you and your New Delhi-doppelgänger can, simultaneously, stream—and scream at—Squid Game. And worldwide access isn’t Netflix’s only diversity effort. The streaming platform is committed to creating and celebrating content that features a variety of communities, pressing play on their mission to “entertain the world.”

The German discount-supermarket chain Lidl is known for their simple offering: high-quality products at low prices. But there’s a new thing in store: plant-based alternatives. And to emphasize how plugged in they are to the spirit of sustainability, Lidl has committed to installing 350 electric-vehicle-charging stations at stores across the UK.

YouTube’s simple, easy-to-navigate interface prevents the inundation of information. And, this year, the video-sharing platform doubled down on this tenet, announcing they would prohibit climate-change-denying advertisements. In other words, they would unsubscribe.

Aldi is known for innovation—regarding prices, products, and personability. The Deutschland discounter has yet another innovation: the “Charcuterie Board of Directors.” The meat-and-cheese mavens share tips and tricks for building the best boards, simplifying both the shopping and savoring experience. And Aldi's smooth, rich chocolate sweetens the deal.

McDonald’s makes simplicity delicious. Take their French fries. The humble potato is sliced, fried, and salted to perfection. Since the onset of the COVID-19 pandemic, McDonald’s has added a new ingredient: goodwill. The company has donated millions of meals to first responders, healthcare workers, and educators. Food and philanthropy make for an excellent combo meal.

Samsung is renowned for their innovation. Take The Frame. The television transitions effortlessly from displaying content when turned on and works of art when turned off—the simple, picture-frame-like trim accentuating the masterpieces. Given ongoing travel restrictions, many people have been unable to visit museums. The Frame has acted as a personal museum. And Mona Lisa has joined #Quaranteams worldwide.

Amazon is a revolutionary—from e-commerce to philanthropy to entertainment. Recently, the online marketplace revolutionized another medium: podcasts. Now offering synchronized transcripts of select podcasts for deaf and hard-of-hearing audiences, Amazon simplifies the user experience and advances their inclusion and equity ambitions. Yet again, Amazon offers a prime example for delivering curated, hyper-personalized experiences.

In this long period of loungewear, the Japanese retailer Uniqlo has outfitted consumers worldwide. One way the emporium of essentials has attracted broad appeal is through their partnerships with such cultural icons as Disney and Sesame Street. In addition to these chic collaborations, Uniqlo’s capsule collection includes quality, longevity, and simplicity.

With more than three million podcasts and 70 million songs, Spotify occupies airwaves worldwide. Recently, the streaming service introduced Car Thing, a dashboard-mounted, voice-activated device that enables users to simply—and safely—navigate through content. So that means listeners can belt Olivia Rodrigo’s “drivers license” while keeping theirs.

The 3rd quick service restaurant in our Global Top 10 this year garners praise for its limited and consistent menu, and lightening fast order fulfillment. “They have sold the same items for a long time,” says one survey respondent. “[They] know what they are all about, and their ads are clear.” For KFC, familiarity appears to breed loyalty instead of contempt.

Swedish furniture maker IKEA wins simplicity points not just for its designs, but also for its intuitive catalogues and in-store shopping experiences. “Large text, clear images and symbols,” says one survey respondent of the retailer’s signage, adding “it’s easier to shop at their stores because you can see the products in context”. IKEA continues to innovate to make their products simpler, introducing new product lines that offer higher levels of customization along with fast and intuitive assembly.

French multinational retailer Carrefour pioneered the concept of buying everything from fresh fruit and dry goods to household DIY all under one roof. Shoppers appreciate the brand’s unceasing commitment to “transparency” and “accessibility." In 2018, Carrefour announced plans to join forces with Tesco, Britain’s largest supermarket chain, enabling both brands to improve the quality and choice of products available to customers, at even lower prices.

The Home of the Whopper is “easy to recognize and easy to understand.” That universal transparency, combined with a commitment to flamed-grilled 100% beef, signature recipes, and “family-friendly” dining experiences has guests from across the land returning to the Burger Kingdom. In addition to delivery, mobile ordering, and streamlined operations, Burger King is currently testing self-service kiosks in select U.S. locations. You can dine like royalty without putting your kingdom up for sale.

Praised for its “clear menus," “quick-service” and made-to-order sandwiches, Subway continues to make strides in simplicity. As part of an ongoing brand refresh, the restaurant chain unveiled “Fresh Now,” a new program emphasizing a more personalized guest experience. Investing $80 million in the program, Subway aims to update all of its 26,000 U.S. locations by next summer.

Founded in 2005, trivago “removes the stress” from the online booking process. Travelers can effortlessly search over 1.3 million hotels in over 190 countries to find the ideal hotel at the best rate. Currently operating on 55 live international platforms in 33 languages, finding a place to rest your weary head has never been “easier.”

The global bank and its peers receive similar complaints: confusing products , policies and security measures some people find confusing. “Security is important,” explains a respondent, “but their secure key I find difficult to use.” Customers also report trouble getting in contact with service representatives, and a relatively light marketing presence in some regions. “Out of sight, out of mind!” quips one respondent.

For social network LinkedIn, the confusion begins with articulating its purpose. “No one really understands how to use LinkedIn,” says one dismissive respondent, echoing the sentiment of many others. In addition, LinkedIn has faced several lawsuits in the past few years due to data breaches and privacy concerns, including hefty payouts due to providing potentially inaccurate user data to employers. Sometimes, social just isn’t simple.

Survey respondents indicated that they found this retail bank’s commercials and statements confusing. In addition, lengthy disclaimers, legalese and wordy emails appear to be barriers to simple experience for respondents this year.

Car rental company Hertz lands in the Bottom 10 this year due to what respondents perceive as confusing terms and conditions and unclear costs. Other respondents complained of difficulty getting clear quotes on the company’s website and a lengthy registration process.

“Hidden extras” might sound like a good thing, except when it comes to fees. Sneaky extra charges plague this car rental company’s customers, who also seem baffled by the difficulty comparing offers and getting a quote online. Non-native English speakers also complain that the website doesn’t offer other language choices.

Budget airline Ryanair has a reputation for dirt-cheap air travel in Europe, but survey respondents would warn you not to get taken in by the attractive price tag. Hidden charges include everything from baggage to booking fees to credit cards. Recently, the airline has made a concerted effort to step up their customer service—resulting in an uptick of bookings. We’ll see if simplifying the experience allows this brand to climb next year.