Almost 9 in 10 consumers want more meaningful relationships with brands, yet fewer than 1 in 5 believe brands are delivering on that wish, details Edelman in its second annual “brandshare” report. The study, based on surveys of 15,000 consumers in 12 countries who have had some level of engagement with brands, also finds that consumers believe they get the short end of the stick when it comes to the value exchange with brands.
Some two-thirds of respondents believe that brands that ask them to share with them (such as personal information or stories) don’t share with them in return, labeling it a one-sided rather than shared relationship. Moreover, 7 in 10 feel that brands have a self-centered desire to increase profits rather than a sincere commitment to their customers. Read the rest at MarketingCharts.