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The people of France don’t believe much of the brand purpose messaging claims they see made by advertisers according to a study, and in response, a parody ad to highlight that finding has been produced.
According to a study carried out by BVA for Parisian advertising agency Babel, which involved 1,002 people over the age of 18, three out of five people in France are skeptical about brands that claim to do good and commit to a purpose.
The Next Leading Brands study was conducted to discover, following the pandemic, how people felt about brands and which companies looked to have a positive future having created deep engagement with their consumers.
Upon seeing the results, the agency coined the word “gooditude.”
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