Brand purpose ‘inconsequential

Few people in the UK feel they are well represented by brands, according to a new survey, which raises questions about the whole concept of brand purpose and marketers’ understanding of their audiences.

A report by the Crispin Porter & Bogusky agency, based on a survey of 2,007 UK adults as part of a project looking at social identity, populism and brands in the UK, found that just 13% of respondents felt they were well represented by brands, Campaign reported.

“For all the talk of brand purpose, it is clear that while British consumers might care about brands having a positive impact on the world, for the vast majority it’s not their world in question, and is thus inconsequential to them,” the report said.

Bron en volledig bericht: Warc