Consumers want meaningful experiences

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 26, 2021, 3:35 AM UTC

Havas Media Group’s Meaningful Brands 2021 report across industries worldwide found that only 47% of brands are seen as trustworthy.

According to the research, there is a growing value gap between companies and their customers, with 75% saying they “could not care less if brands disappeared tomorrow.” 71% of respondents are tired of “empty gestures towards activism”, with 74% wanting brands to act on social and environmental issues.

Further, with political and social unrest, disinformation and distrust amid the pandemic has resulted in consumers worrying about issues such as public health (78%), the economy (77%), and more. 53% of consumers, however, will pay more for brands that take a stand on said issues.

Moreover, 64% say a brand’s purpose influences their purchasing decisions and 66% desire meaningful experiences. Brands should focus on authenticity and support people with short-term measures amid crises to effectively connect with consumers.

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