Quality is the core value that the largest share of consumers around the world feel is important for brands to embody, according to results from a recent Havas Worldwide study. Reliability/durability and honesty/transparency follow in close succession, with separate results indicating that most consumers feel that it is important for a company to be transparent.
Indeed, almost 9 in 10 “prosumers” surveyed feel that it is very or somewhat important for a company to be transparent, a sentiment shared by close to 8 in 10 mainstream consumers. (“Prosumers” are considered to be “leading influencers and market drivers” who “influence the brand choices and consumption behaviors of others.” They comprise 20% of the 10,131 respondents surveyed across 28 markets.) Read the rest at MarketingCharts.com.