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 in the spring of 2022 asked 12,324 consumers around the world 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.
Today’s brands might feel compelled to comment on social and political issues. Globally, nearly all consumers (83%) 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 many consumers would describe themselves as ‘fans’ of their favourite brands? Around the world, it’s just three in 10 — meaning plenty of opportunities for brands to differentiate and capture greater mindshare among their customers.
Our report offers clues as to how to make that happen.