Trust is down. Expectations are up. And like never before, the world’s consumers are turning to brands to address the social and environmental challenges that affect their aspirations for a better life in divided times.
According to a new global study by BBMG and GlobeScan, Brand Purpose in Divided Times, net trust in global companies to act in the best interest of society is negative (-2). And for the first time since 2009, more consumers say they have punished companies for their behavior (28%) rather than rewarded them (26%), and the number of those who are punishing brands is up by 9 percentage points since 2013.