People wouldn’t care if three quarters of brands disappeared: Survey
Survey says tech brands are ones considered to be the most ‘meaningful’
By Lucy Handley
Can 300,000 consumers be wrong? A new survey claims that many brands could disappear and the public wouldn’t mind.
Advertising company Havas Group’s “Meaningful Brands” report shows that people wouldn’t care if 74 per cent of brands they use vanished, and they also say that 60 per cent of the content produced by companies is poor, irrelevant or failing to deliver.
Havas Media Group global managing director Dominique Delport told CNBC that people’s rejection of brands is due to too much communication.
“We have an overload of brands, opportunities, so people can switch very easily and… too much communication, kill communication, so you need to be meaningful for people,” he said.
The Havas study shows that 75 per cent of those surveyed expect brands to “make more of a contribution to our wellbeing,” yet only 40 per cent think brands are doing so.