Havas Finds Growing Consumer 'Cynicism,' Only 25% Of Brands Even Matter

After reaching an all-time high of 77% when it released its last global study in 2019, the percentage of brands consumers say they can live without has declined to 75%, according to the 2021 edition of Havas' every-other-year "Meaningful Brands" study.

The study, which is based on surveys of hundreds …

1 comment about "Havas Finds Growing Consumer 'Cynicism,' Only 25% Of Brands Even Matter".
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  1. Ed Papazian from Media Dynamics Inc, May 25, 2021 at 7:29 p.m.

    Joe, what's not clear about this study---unless it's expalined in their report is exactly how the 2000 brands were presented to respondents. For example were they grouped by product class---I assume so? And were their regular users, not anybody who said they knew about them, those making the "I could live without it" evaluations. If regular users were the ones saying they could care less about "their" chosen brand, I find the results difficult to bel;ieve---unless entire categories of product classes were dismissed in this fashion---with all of their brands--such as mundane detergents, paper towels, mops, etc. which consumers may not percieve as being for personally relevant to them.

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