2022 Report
What French consumers expect from their favoured brands
While the last couple of years have seen brands rethink their business models, consumers have also been shifting focus. They’ve been re-evaluating their view on what brands stand for — beyond the products and services they deliver.
So, what are these consumers thinking — and expecting — when it comes to brand authenticity?
Our new research seeks to answer this question and more. A survey at the end of April 2022 asked 1,054 consumers in France about their views. The findings are essential reading for brands looking to drive more authentic connections with customers and wanting to know how to go about it.
See what consumers are saying across five key areas.
Explore consumer opinions across
More than eight out of ten French consumers pinpoint empathy and understanding as powerful elements that brands should demonstrate in their interactions. But where are the opportunities for brands to connect and engage with customers?
See more about brand connections, empathy, and understanding in our report.
Today’s brands might feel compelled to comment on social and political issues.
In France nearly all consumers (86%) say brands should try to ensure customers feel represented in their marketing and communications.
How should you be talking about your brand values? Is staying neutral the right way to go? Explore our report to find out.
How will your customers react to factors such as price increases? According to 94% of consumers, transparency is key when it comes to additional costs.
But what else do customers expect from you to keep brand loyalty intact? Fairness, communication, and employee wages are all covered in our research.
How many consumers would describe themselves as 'fans’ of their favourite brands?
In France, it’s just one in ten- meaning plenty of opportunities for brands to differentiate and capture greater mindshare among their consumers.
Our report offers clues as to how to make that happen.
It might appear that the world is destined to be digital, but never underestimate the appeal of shopping in person. In France, a surprising 44% of consumers say they ‘live for the experience’ of doing just that.
Connecting these offline experiences with what happens online is an excellent way for brands to foster authentic connections and loyal customers.
Brand Authenticity
For brands willing to invest in service, convenience, and take steps to rebuild trust, there is an opportunity to win back consumers and strengthen relationships with existing, happy customers.
Customer Experience and Digital Transformation