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Brands need zeitgeist of compassion
A new survey finds that consumers increasingly expect their favourite brands to nail their colours to the mast over pressing social issues of the day and won’t hesitate to switch loyalty and shame brands perceived to be out of line
26 September 2019 - 05:00
Brands are seen to have an ever greater responsibility to bring a degree of stability to what has become a sharply polarised world, and that sentiment is more prevalent in SA than in any other market.
That’s the top line from a new survey by WE Communications in its "Brands in Motion 2019" global study. Of the survey respondents, 83% (90% in SA) believe brands could play a greater role in providing stability and 74% (88% in SA) expect brands to take a stand on important issues...
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