According to WE Communications’ Brands in Motion 2019 global study, the data uncovered a growing expectation and clear opportunity for brands to bring greater stability.
The study has surveyed nearly 80,000 consumers and B2B decision-makers to understand the impact of market forces and quantify how perception shifts are impacted by them over time.
Three main themes exposed in this year’s study are consumer uprising, technology expectations and accountability, as well as the new brand royalty, according to a statement.
With greater choice and knowledge at their fingertips, consumers are more empowered than ever to make demands of brands. The study also delved deeper into consumer expectations when it comes to technology.
The ethics of technology remains front and centre with 97 per cent agreeing that companies are responsible for using technology ethically, while 92 per cent said they would stop using a product or service if it was using consumer data unethically.
In addition, brands must rethink the underlying drivers of loyalty and affinity for their brand to address consumer demands by leading with purpose, building new levels of trust and respect with customers and creating meaningful impact in the way they operate.
-- BERNAMA
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