Brands Are Facing the 'Age of Cynicism,' From Skeptical Consumers

Havas' 2021 Meaningful Brands study finds expectations of brands are at an all-time high

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Consumers’ faith in brands is on increasingly shaky ground.

Havas’ global 2021 Meaningful Brands survey released today finds that 71% of consumers surveyed have little faith that brands will deliver on their promises.

The global study, which has been running since 2009, finds consumer cynicism is at an all-time high, leading Havas to say that we’re entering the “Age of Cynicism.” The numbers back that up, with only 47% of the 395,000 consumers from around the world surveyed saying that brands are seen as trustworthy, and with survey respondents saying that 75% of brands could disappear overnight and most people wouldn’t care or could easily find a replacement.



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