The State Of Advertising

The most popular statement was “in the future advertising will need to involve a value exchange/ reciprocity”, which was supported by 77% of respondents.

The second most popular statement was “direct to consumer brands will inspire the big traditional advertisers to find new and better ways of connecting with their audiences”. Thirty-four per cent strongly agreed and 39% somewhat agreed.

Finally, 67% of respondents agreed that the industry had become too obsessed with its own problems to the detriment of putting the consumer first, while 65% agreed with the statement that most examples of brand purpose fail to resonate with the consumer as they lack authenticity.